A new industry report by Salience Search Marketing has uncovered the industry’s leaders based on their online prominence and visibility.
The annual online UK home furnishing sector report analysed 11 crucial performance indicators for online home furnishing brands to reveal the industry’s most successful names, including year-on-year visibility, search volume trends, and brand awareness.
The Market Leaders
The industry’s market leaders are based on brands’ YOY organic traffic score to determine their online performance.
| Rank | Home Furnishing Brand | Organic Traffic Score |
| 1 | Next | 16,315,709 |
| 2 | IKEA | 8,483,539 |
| 3 | Dunelm | 5,555,455 |
| 4 | Wayfair | 1,478,844 |
| 5 | Furniture Village | 731,621 |
| 6 | The White Company | 690,987 |
| 7 | Habitat | 612,942 |
| 8 | DFS | 546,132 |
| 9 | Oak Furnitureland | 472,753 |
| 10 | Sofology | 313,115 |
The findings crown Next as the home furnishing industry’s market leader. With an impressive organic traffic score of 16,315,709, the online and high street retailer tops all other brands in the industry, securing it the leading position.
Meanwhile, IKEA and Dunelm follow behind with 8,483,539 and 5,555,455 organic traffic scores, respectively. These scores indicate excellent organic visibility and a well-planned strategy, which resulted in strong traffic figures.
Other brands in the top ten include Furniture Village, DFS, and Oak Furnitureland.
The Best-Rated
A’ score’ was calculated to determine each brand’s ranking by analysing its Trustpilot average star rating and the total number of reviews.
| Rank | Home Furnishing Brand | Review Score | Number of Reviews |
| 1 | DFS | 4.8 | 538,238 |
| 2 | ScS | 4.6 | 515,433 |
| 3 | Sofology | 4.8 | 264,465 |
| 4 | Oak Furnitureland | 4.7 | 194,671 |
| 5 | Furniture Village | 4.8 | 150,033 |
| 6 | Barker and Stonehouse | 4.9 | 57,036 |
| 7 | Next | 4.2 | 251,427 |
| 8 | Roseland Furniture | 4.6 | 30,290 |
| 9 | Furniture And Choice | 4.6 | 28,830 |
| 10 | daals | 4.4 | 36,207 |
DFS ranks as the best-reviewed UK home furnishing brand, recording a high review score across a healthy portion of online feedback, highlighting top-quality customer service. Overall, DFS boasts a review score of 4.8 across over 500,000 reviews.
Other top performers include ScS, which had a review score of 4.6 across 515,433 reviews, and Sofology, which also made the top three, recording an average review score of 4.8 with 264,465 pieces of feedback.
Impressively, Barker and Stonehouse boasts an incredible average score 4.9 with 57,036 customer reviews. This brand combines high-quality service with great products to enhance customer experience.
The Most Prominent
The report identifies the most prominent brands within the home furnishing industry based on consumer familiarity with the brand through online searches or social media interactions. By merging branded search metrics with social media performance, the report determines which brands stand out across various channels, offering insights into their overall prominence in the market.
| Rank | Home Furnishing Brand | Monthly Brand Searches | Owned Social Score |
| 1 | IKEA | 3,350,000 | 67,709 |
| 2 | Next | 7,480,000 | 10,102 |
| 3 | Wayfair | 673,000 | 16,358 |
| 4 | Dunelm | 3,350,000 | 2,374 |
| 5 | La Redoute | 201,000 | 7,426 |
| 6 | The White Company | 301,000 | 1,873 |
| 7 | MADE | 74,000 | 4,950 |
| 8 | DFS | 550,000 | 507 |
| 9 | Habitat | 201,000 | 1,175 |
| 10 | West Elm | 40,500 | 2,410 |
IKEA leads brand awareness in 2025. Overall, the brand records a sizeable 3,350,000 monthly brand searches, and with an owned social score of 67,709.
Next and Wayfair follow with strong owned social scores of 10,102 and 16,358, respectively, demonstrating their commitment to maintaining and improving brand awareness.
Other home furnishing brands that made the top ten include Dunelm, DFS, and Habitat, each recording a healthy amount of monthly brand searches.
The Biggest Online Growth
Central to this analysis is each brand’s online visibility ranking, which is determined by the organic search traffic their website attracts. This metric is vital for understanding the website’s overall growth or decline.
| Rank | Brands with the biggest growth in visibility YoY | Traffic Score May 2025 | Traffic Score May 2024 | YoY Visibility Change |
| 1 | Next | 16,315,709 | 14,843,693 | 10% |
| 2 | Dunelm | 5,555,455 | 4,104,617 | 35% |
| 3 | IKEA | 8,483,539 | 7,929,706 | 7% |
| 4 | Habitat | 612,942 | 406,489 | 51% |
| 5 | Furniture Village | 731,621 | 580,042 | 26% |
These five home furnishing brands have seen the most significant growth in online visibility, with Next securing the top spot. This brand has increased its traffic score by 10%, from 14,843,693 in 2024 to 16,315,709 in 2025, demonstrating efforts designed to boost online visibility.
Habitat experienced the most impressive surge, with a 51% increase in traffic, from 406,489 to 612,942, indicating a strong strategy to enhance its online presence.
The Biggest Decline in Online Visibility
The report also uncovers the brands facing the biggest drop in online visibility.
| Rank | Brands with the biggest drop in visibility YoY | Traffic Score May 2025 | Traffic Score May 2024 | YoY Visibility Change |
| 1 | Wayfair | 1,478,844 | 1,561,259 | -5% |
| 2 | Furniture 123 | 83,196 | 112,506 | -26% |
| 3 | Furniture And Choice | 73,145 | 134,155 | -45% |
| 4 | MyBedFrames | 63,949 | 89,474 | -29% |
On the other end of the scale, Wayfair has experienced a 5% drop over the past twelve months despite securing a spot among the industry’s market leaders. For 2025, the brand’s traffic score now sits at 1,478,844.
Additionally, Furniture 123 (26%), Furniture And Choice (45%), MyBedFrames (29%) and Swoon (18%) all experienced turbulent years, with rapid traffic declines.
Brett Janes, Managing Director at Salience Search Marketing, said: “Our findings uncover the home furnishing industry’s top brands for online brand awareness. From best-rated brands with excellent customer service to prominent names favoured by online shoppers, these furnishing brands prove they are the best in the market.
“Interestingly, despite Wayfair seeing a drop in online visibility, it remains among the industry’s market leaders, demonstrating that the brand still maintains a strong online presence.”
The full UK Home Furnishing Report 2025 is available to read and download here.
