In a year marked by economic pressure and rising consumer expectations, Britain's leading homeware brands are being forced to adapt fast. The newly released Q2 2025 Homeware Report by digital performance agency MediaVision reveals the winners, strugglers, and surprise risers in a market where visibility, value, and timing are everything.
© Dunelm
Homeware from Dunelm.
Familiar names continue to dominate, with Dunelm and Ikea topping the pure-play homeware rankings. Dunelm holds a 20.1% share of brand search, closely followed by Ikea at 19.1%. 'It's no surprise that Dunelm and Ikea hold the lion's share of brand search among pure homeware players,' said Oliver Yee, Head of SEO. 'Both brands have struck a continuous chord and found the balance between ranges that hit the market from a style perspective and maintain affordability.'
But it's emerging player Dusk that's making headlines, boasting a 42.25% year-on-year surge in brand searches, the highest among all brands. 'Dusk is notable for its 42% increase in demand. The brand's TikTok driven strategy, discounts and IRL pop-ups made "luxury hotel sheets for less" a social mantra,' said Annabelle Sacher, Head of Digital PR. 'I'm also particularly impressed by Cox & Cox. Their viral UGC, regular look-book drops, catalogue launches, and targeted journalist outreach kept them in weekly interiors round-ups throughout spring-summer.'
In the multi-category space, Argos leads with 22.07% of brand searches, ahead of Lidl (11.05%) and Aldi (10.76%). Their appeal lies in affordability and versatility, with seasonal drops and middle-aisle surprises proving key to consumer retention.
MediaVision's report also highlights a shift in product demand. Garden-related items, planters, pots, and outdoor furniture, saw a near 10% spike in interest, driven by sunny weather and staycation culture. 'The sunniest spring in more than 100 years pushed shoppers to invest in outdoor spaces and double-down on back garden staycations,' said Jacky Lovato, Head of Content.
Overall, while UK homeware demand only rose 0.87% year-on-year, growth accelerated sharply in late Q2, thanks to warm weather and timely promotions.
Charlotte Wigley, Strategy Director, concluded: "The opportunity for brands is far from over. The brands best positioned for success will monitor micro-trends, optimise content and meet consumers where they are – across search, Reels, Reddit and emerging discovery platforms."
As the summer heats up, so does the competition.
More information:
MediaVision
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www.wearemediavision.com
