Haworth vs Secretlab:Which is more popular?
In September 2026, Secretlab had more branded searches than Haworth among office chair brands in the United States. Secretlab had about 90,500 branded searches, while Haworth had 6,600. Secretlab made up 37.8% of all office chair brand searches we track, and Haworth accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about office chair brands, Haworth appeared in two of the four answers and Secretlab in one. Haworth was mentioned before Secretlab in every answer that named either.
Who do people search for more?
Secretlab, about 14 searches for every 1 for Haworth
Who does AI mention more?
Haworth, mentioned in 2 of 4 answers, Secretlab in 1
Who does AI recommend more?
Haworth, named ahead of Secretlab in 2 of 2 answers
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Top office chair brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Haworth was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Secretlab was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Haworth was listed before Secretlab in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Herman Miller4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Steelcase4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Branch3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Haworth2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Sihoo2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Secretlab1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
X-Chair0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Hbada0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Razer0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Humanscale0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about office chair brands
4 answers
Asked ChatGPT
“Which office chair should I buy?”
Asked ChatGPT
“What are the best office chair brands?”
Asked ChatGPT
“What is the best office chair for back pain?”
Searched Google, AI Overview
“office chair”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“best office chair”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United States on October 26, 2026.
Is Haworth or Secretlab more popular in search?
This chart shows how often people search Google for Haworth and Secretlab by name. Each line represents a brand's share of searches for all 11 office chair brands we track, month by month, from searches in United States.
Share of searches by month for Secretlab, Haworth. The figures are in the table below the chart.
View monthly share of searches table
| Month | Herman Miller | Secretlab | Steelcase | Branch | Haworth | X-Chair | Sihoo | Hbada | Razer | Humanscale | Autonomous |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 37.6% | 37.6% | 9.2% | 2.7% | 2.7% | 3.4% | 0.79% | 1.5% | 1.5% | 1.8% | 1.2% |
| Nov 2025 | 31.6% | 47.4% | 6.4% | 2.3% | 2.8% | 2.8% | 0.83% | 1.9% | 1.6% | 1.3% | 1% |
| Dec 2025 | 31.8% | 47.8% | 6.4% | 1.9% | 2.3% | 2.9% | 0.84% | 2.3% | 1.6% | 1% | 1% |
| Jan 2026 | 35.6% | 43.6% | 7.2% | 2.1% | 2.6% | 2.6% | 0.78% | 1.7% | 1.4% | 1.2% | 1.2% |
| Feb 2026 | 38.7% | 38.7% | 7.7% | 2.3% | 2.8% | 2.8% | 0.81% | 1.9% | 1.5% | 1.5% | 1% |
| Mar 2026 | 42.4% | 34.9% | 8.6% | 2.5% | 2.5% | 2.5% | 0.93% | 1.7% | 1.4% | 1.4% | 1.1% |
| Apr 2026 | 38.5% | 38.5% | 7.7% | 2.8% | 2.8% | 2.3% | 1.2% | 1.9% | 1.5% | 1.5% | 1.2% |
| May 2026 | 35.4% | 43% | 7.1% | 2.6% | 2.6% | 2.6% | 1.1% | 1.4% | 1.4% | 1.7% | 1.1% |
| Jun 2026 | 35.5% | 43.2% | 7.1% | 2.1% | 2.6% | 2.6% | 1.1% | 1.7% | 1.4% | 1.4% | 1.1% |
| Jul 2026 | 42.1% | 34.6% | 8.5% | 2.5% | 2.5% | 2.5% | 1.4% | 1.7% | 1.7% | 1.4% | 1.1% |
| Aug 2026 | 38.3% | 38.3% | 7.7% | 2.8% | 2.8% | 2.3% | 1.9% | 1.5% | 1.5% | 1.5% | 1.3% |
| Sep 2026 | 37.8% | 37.8% | 7.6% | 2.8% | 2.8% | 2.8% | 2.3% | 1.8% | 1.8% | 1.5% | 1.2% |
How has the Haworth and Secretlab comparison changed over the last 12 months?
3 findings
- Secretlab was ahead of Haworth in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Haworth’s share of searches among office chair brands in the United States moved from 2.7% to 2.8%, and its estimated monthly branded searches held steady at 6.6K.
- Across the 12 months ending September 2026, Secretlab’s share of searches among office chair brands in the United States moved from 37.6% to 37.8%, and its estimated monthly branded searches held steady at 90.5K.
How did search popularity change for United States office chair brands in September 2026?
1 change
In September 2026, Secretlab lost share of searches among office chair brands in the United States, from 38.3% to 37.8%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Haworth’s and Secretlab’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.
Other head-to-heads among office chair brands
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