According to a new report, The White Company has achieved the largest increase in online visibility within the UK home furnishings market over the past year.
Salience Search Marketing’s annual supplements sector report uncovers the industry’s leaders based on their online prominence and visibility.
The report analysed 11 crucial performance indicators, including year-on-year visibility, search volume trends, and brand awareness, for home furnishings brands to reveal the industry’s most successful names. The full report is available to view here.
Online Visibility 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 2024 | Traffic Score 2023 | YoY Visibility Change |
| 1 | The White Company | 674,096 | 619,316 | 9% |
| 2 | Made | 126,666 | 7,300 | 1635% |
| 3 | Dusk | 94,347 | 20,170 | 368% |
| 4 | Daals | 91,982 | 41,558 | 121% |
| 5 | Swoon Editions | 87,733 | 34,524 | 154% |
The White Company leads the online home furnishings industry, boasting a 9% increase in visibility over the past year.
In second place, Made has had an impressive year, improving its online presence by a massive 1635%, highlighting a well-implemented social strategy.
Making up the top three, Dusk has also had a productive year, boosting online growth by 368% and now records a traffic score of 94,347. This demonstrates their commitment to offering high-quality furniture goods – improving brand awareness and custom.
Daals, known for its wide range of traditional and contemporary furniture, more than doubled its visibility with a 121% YoY increase. The traffic score increased from 41,558 in 2023 to 91,982 in 2024, indicating effective brand strategies and growing customer engagement.
Lastly, Swoon Editions achieved a 154% increase in online presence when compared to 2023’s data, highlighting a successful social strategy and effective customer service.
These brands stand out as ones to watch, experiencing the most significant growth in the market and demonstrating the success of their strategies in enhancing brand awareness and boosting customer numbers.
Online Visibility Decline
| Rank | Brands with the biggest drop in visibility YoY | Traffic Score 2024 | Traffic Score 2023 | YoY Visibility Change |
| 1 | Next | 14,983,949 | 18,317,128 | -18% |
| 2 | Ikea | 8,184,658 | 8,672,955 | -6% |
| 3 | Dunelm | 4,985,402 | 6,011,375 | -17% |
| 4 | Wayfair | 1,767,688 | 4,164,123 | -58% |
| 5 | DFS | 372,519 | 689,504 | -46% |
On the opposite end of the scale, Next sees the biggest drop in online visibility, with a 13% decline in organic search traffic.
Furthermore, Swedish giant Ikea, known for its huge range of home decor and furniture, experienced a turbulent year with its online presence declining by 6%.
Dunelm, a go-to brand for home furnishings has had a similar year and sees a drop in online visibility by 17%. Their strategy will need to be revisited to ensure this decline is addressed quickly.
Additionally, Wayfair has had a worrying year in terms of online search presence with visibility dropping by over half (58%). DFS’ search traffic reduced in a similar manner, with the sofa retailers witnessing a 46% drop.
These declines highlight these brands’ challenges in maintaining their online presence and attracting potential customers.
Brett Janes, managing director at Salience Search Marketing, said: “When it comes to measuring brand awareness in specific sectors, online visibility is a great indicator of trends and the direction of particular brands.
“It’s been an incredible year for The White Company and Made, with successful strategies paying off with increases in online presence. However, brands such as Next and Ikea will need a rethink to avoid a further decline in online search activity.”
