2024 Home Furnishings Performance Report

Standing out in any market is challenging, but in one as renowned and competitive as home furnishings? It’s even tougher. This makes the achievements of The White Company, Made and DUSK all the more noteworthy.

The White Company may not have soared, but rising by 9% considering their already impressive market share is no mean feat.

On the flip side, Made managed a monumental mountain climb…okay, no more alliteration. But their whopping 1635% increase on the prior year would make anyone want to talk in rhyme to celebrate it!

And DUSK hasn’t been too shabby either, with an absolutely fantastic YoY rise of 368%. Though not as established in the UK market compared to the other two, they’ve made a significant impact with this improvement over last year, surpassing other home furnishing giants to secure a commendable third place.

While celebrating the successes, it’s also crucial to examine those falling behind. Understanding what they might be missing, what improvements can be made, and how they might regain their position in the next year is vital.

Unfortunately, Next finds itself at the bottom of the list, with a -18% drop from the previous year. Ikea isn’t far ahead, with a -6% decline. Dunelm follows, with a -17% decrease.

If your brand is among these, don’t be disheartened. While you may be falling in some areas, in others you could be doing amazingly. Instead, view these challenges as opportunities to innovate, explore new strategies, and leverage untapped areas.

Curious about your brand’s position in this report? Get your free copy now.

With so many choices in the world of home furnishings, having a strong online presence and digital reach is more important than ever before. Beyond being memorable, beyond getting your brand seen by so many out there, it’s also important to get people talking about you – and what you do. Whether it’s on TikTok, Instagram, or any other social media site, you need to cast a wide net these days, and optimising your campaigns and content alike is a big way to make a statement.

With this in mind, we've decided to put together a digital reach league table for our reports. We look at monthly brand searches and social media engagement to create a metric that shows which brands are holding their ground in the digital world compared to their competitors.

Now, this is where things get interesting. While visibility may have fallen for them, Ikea is in the top seat in the room when it comes to brand reach. With over 3350000 searches a month, and an owned social score of 65312, they’re curtain rails above the competition. Next follows in second here, with impressively higher numbers of brand search, but lower social scores.

Wayfair, meanwhile, secures the third place spot, with a tidy 1,000,000 brand searches and a social score of 17,713. Considering their niche in the industry compared to these big-box peers, it’s interesting that they’re clearly finding things working smoothly from the social angle.

If you want to see how your brand measures up, go ahead and download the free report now.

If you’re familiar with our past reports, you’ll know we love discussing keywords. While high search volume keywords often grab attention, it’s the smaller opportunities that can lead to significant gains, offering less competition but high conversion potential.

So, what’s the keyword landscape like for home furnishings? Which keywords present the best opportunities? Are they mainstream or niche? Big, or small? Or, perhaps, are they…
Branded keywords, beds, and blinds!
Well okay, branded keywords have never been a surprise in this industry. We just spent some time talking about how powerful they can be for major brands, after all! But, when you see specific brands like Dunelm weaving their way into our opportunity listings with a solid 30000 behind “Dunelm rugs”, it’s hard not to talk about it.

Beyond that brand mention though, big shout out by the way, the focus for shoppers has shifted from some more iconic furnishings to beds and blinds. And curtains. And maybe a mirror or two. The key takeaway though, is that it’s changed to mostly practical searches, with “single bed” (sv: 56,000) and “blackout curtains (sv: 31,000) making their mark.

If you’ve got a good stock of items like these, see if you’re targeting these terms right. And, for more insights, get that report and get to work!

Within our report, we cover keywords and trends, which give you the biggest tips and tricks on where to focus and optimise your SEO for the biggest wins.

Do you check reviews when shopping online? Most people do, which is why managing reviews is so important for your brand’s reputation and Google ranking. Google takes reviews into account when determining rankings.

Customers rely on reviews to decide if a purchase is worth their money, looking at factors like quality and price. Many shoppers do thorough research before making a decision. This means you need to be proactive in managing reviews, whether on your site or on third-party platforms like Trustpilot. A strong reputation helps your brand stand out and gain a competitive edge.

To help you out, we’ve analyzed Trustpilot reviews for all home furnishing brands, crunched the numbers, and compiled our findings into a report. This way, you can see who’s leading and use this information to improve your rankings.

So, who’s the winners in the world of reviews? Here’s the top 5:

1. scs.co.uk – 4.8/5
2. dfs.co.uk – 4.8/5
3. sofology.co.uk – 4.8/5
4. oakfurnitureland.co.uk – 4.6/5
5. furniturevillage.co.uk – 4.8/5

Oh, you think we’re going to make you pay for this data?

Absolutely not – this report, like all our other ones, is absolutely free. Sounds too good to be true, right? But it is. Cross my heart. The thing is, we’re not about locking data away for money. We want you to have access to it, and to feel happy to reach out to us about any questions you may have. Why? We want to build good, strong relationships with these brands we’ve spent the time analysing, so if you find what we’ve got helpful, get in touch! And for now, just fill out the form above.

Not seeing your brand in the pages? Don’t fret – we can make a customised report, just for you. Send us a message, and we’ll get it back to you as soon as possible.

If you want any more information about the report itself or are curious about how we make our bespoke SEO strategies for brands we work with, please get in touch today.