A new industry report purports to have uncovered the UK’s top home furnishing brands for 2025. Salience Search Marketing's annual online UK home furnishing sector report strives to identify the industry's leaders based on their online prominence and visibility, analysing 11 performance indicators including YoY visibility, search volume trends, and brand awareness.
The market leaders are based on brands’ YOY organic traffic score to determine their online performance. The report saw Next crowned the home furnishing industry’s market leader, with an organic traffic score of 16,315,709.
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," says Salience.
Other brands in the top 10 include Furniture Village, DFS, and Oak Furnitureland.
DFS ranks as the best-reviewed UK home furnishing brand – determined by analysing Trustpilot average star ratings and the total number of reviews –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 average score 4.9 with 57,036 customer reviews. "This brand combines high-quality service with great products to enhance customer experience," says Salience.
The report also 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.
IKEA leads brand awareness in 2025, the report found. 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 10 include Dunelm, DFS, and Habitat.
Next also secured the top spot for growth in online visibility, increasing its traffic score by +10% YoY, from 14,843,693 in 2024 to 16,315,709 in 2025.
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 report also uncovers the brands facing the biggest drop in online visibility. On the other end of the scale, Wayfair experienced a -5% drop over the past 12 months despite securing a spot among the industry's market leaders. Additionally, Furniture 123 (-26%), Furniture And Choice (-45%), MyBedFrames (-29%) and Swoon (-18%) all experienced turbulent years, with rapid traffic declines.
Brett Janes, MD at Salience Search Marketing, comments: “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.
