Brandwave

The Range vs The White Company:Which is more popular?

In September 2026, The Range had more branded searches than The White Company among homeware retailers in the United Kingdom. The Range had about 2.2 million branded searches, while The White Company had 246,000. The Range made up 22.2% of all homeware retailer searches we track, and The White Company accounted for 2.4%. When we asked ChatGPT and Google AI Overviews about homeware retailers, The White Company appeared in two of the five answers and The Range in one. The White Company was mentioned before The Range in two out of three answers that named either.

Among homeware retailers in the United Kingdom in September 2026

Who do people search for more?

The Range, about 9 searches for every 1 for The White Company

The Range 2.2M searchesThe White Company 246K searches

Who does AI mention more?

The White Company, mentioned in 2 of 5 answers, The Range in 1

The White Company in 2 of 5The Range in 1 of 5

Who does AI recommend more?

The White Company, named ahead of The Range in 2 of 3 answers

The White Company first in 2The Range first in 1

Follow The Range vs The White Company and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top homeware retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The White Company was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. The Range was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. The White Company was listed before The Range in two out of three answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. John Lewis1st
  2. Dunelm2nd
  3. H&M Home3rd
  4. IKEA4th
  5. Oliver Bonas5th
  6. Next6th
  7. The Range7th
  8. The White Company8th
  9. Habitat9th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • IKEA4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dunelm3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Oliver Bonas3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • H&M Home3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • John Lewis3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The White Company2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Next2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Habitat2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Range1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about homeware retailers

5 answers

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.

Is The Range or The White Company more popular in search?

This chart shows how often people search Google for The Range and The White Company by name. Each line represents a brand's share of searches for all nine homeware retailers we track, month by month, from searches in United Kingdom.

The Range and The White Company among homeware retailers in the United Kingdom, by month

Share of searches by month for The Range, The White Company. The figures are in the table below the chart.

View monthly share of searches table
MonthDunelmIKEAThe RangeOliver BonasThe White CompanyNextHabitatH&M HomeJohn Lewis
Oct 202535.5%29.1%23.8%4.8%2.6%1.7%1.4%0.96%0.04%
Nov 202532.2%26.4%26.4%6.5%4.3%1.6%1.6%1.1%0.03%
Dec 202533.4%27.4%22.4%8.2%4.5%1.6%1.6%0.9%0.04%
Jan 202634.8%34.8%19%4.7%2.6%1.7%1.7%0.77%0.03%
Feb 202635%35%19.1%4.7%2.1%1.7%1.4%0.95%0.04%
Mar 202635.2%28.8%23.5%5.8%2.6%1.7%1.4%0.95%0.04%
Apr 202635.9%29.4%24%4.8%2.2%1.4%1.4%0.79%0.03%
May 202635.9%29.4%24%4.8%2.2%1.4%1.4%0.79%0.03%
Jun 202638.1%25.4%25.4%5.1%2.3%1.5%1.2%0.84%0.03%
Jul 202631.2%31.2%25.5%6.3%2.3%1.5%1.3%0.84%0.03%
Aug 202632.9%32.9%22%5.4%2.4%2%1.3%1.1%0.04%
Sep 202633.2%33.2%22.2%4.5%2.4%2%1.3%1.1%0.04%

How has the The Range and The White Company comparison changed over the last 12 months?

3 findings

How did search popularity change for United Kingdom homeware retailers in September 2026?

2 changes

  1. Estimated monthly branded searches for The White Company in the United Kingdom fell 18.3% over 12 measured months, from 301K to 246K in September 2026.

  2. Estimated monthly branded searches for The Range in the United Kingdom fell 18.2% over 12 measured months, from 2.7M to 2.2M in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using The Range’s and The White Company’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

The Range

1 branded search term

  • the range

The White Company

1 branded search term

  • the white company

How the Brand Demand Index is measured

Other head-to-heads among homeware retailers

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free