Homeware brands adapt as UK demand grows for outdoor living
The 2025 Homeware Report from MediaVision highlights significant shifts in consumer preferences and retail trends across the UK homeware sector.
The report, which uses search data gathered between April and June 2025, identifies the brands that have maintained their prominence and those that have experienced notable growth in a competitive market shaped by economic pressures and evolving customer expectations.
Brand leaders
Among homeware specialists, Dunelm retains the highest share of brand searches, at 20.1%, although this figure has experienced a slight year-on-year decrease. IKEA follows closely at 19.1%. Other established names, such as The Range, B&M, and Wilko, also feature within the top five. However, Wilko's share has declined by 0.28 percentage points year-on-year, the largest drop among the group.
Oliver Yee, Head of SEO at MediaVision, said: "It's no surprise that Dunelm and Ikea hold the lion's share of brand search among pure homeware players. Both brands have struck a continuous chord and found the balance between ranges that hit the market from a style perspective and maintain affordability. With the share of wallet forever shrinking in line with rising costs being felt across every vertical, Dunelm and Ikea are perfectly positioned to help consumers make smart choices that ultimately aren't going to break the bank."
Challenger brands
Annabelle Sacher, Head of Digital PR, highlights how Dusk, as the fastest-growing challenger, has seen a 42.25% year-on-year increase in brand searches. Oak Furnitureland, Zara Home, Emma Bridgewater, and Cox & Cox have also reported double- or high single-digit growth, indicating the effectiveness of social and digital strategies centred on relatable storytelling and trend engagement.
"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. Glamour even named it one of the homeware stores where interior influencers shop. 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, sustaining buzz long after initial campaign spikes," said Sacher.
Multi-category retailers
Larger general retailers showed strong performance in homeware, leveraging broad appeal and value propositions. Argos leads this segment with a 22.07% share of brand searches. Lidl and Aldi also posted robust figures of 11.05% and 10.76% respectively, benefiting from their seasonal homeware ranges that supplement their core grocery offering. TK Maxx and Primark remain significant players, reflecting the continued appeal of discount and variety-led shopping experiences.
Seasonal trends
The report highlights a surge in interest in garden-related homewares. Demand for planters and pots rose by nearly 10%, and outdoor furniture saw a 5.48% increase, driven in part by the country's record-breaking sunny spring. Cookware and tableware also registered gains, suggesting a consumer focus on both outdoor and indoor living spaces.
Jacky Lovato, Head of Content at MediaVision, said: "The sunniest spring in more than 100 years pushed shoppers to invest in outdoor spaces and double-down on back garden staycations instead of travel. Consumer search data shows that budgets were funnelled into outdoor furniture and garden gear. Shopper interest is still growing as more people look to their gardens as an extension of their indoor space, which means we'll likely see demand grow even more during July and August."
Market outlook
Overall, the UK homeware market experienced modest growth of 0.87% year-on-year in the second quarter, with a marked upturn commencing in mid-May, linked to bank holidays and unseasonably warm weather. The report suggests that consumer interest is continuing to rise as the summer progresses.
Charlotte Wigley, Strategy Director at MediaVision, said: "In this landscape, having a clear view of what matters most to customers and therefore where brands should focus is key. The opportunity for brands is far from over. With an exceptionally sunny summer expected to carry on throughout July and August, now is the time to capitalise."
Wigley also commented on the importance of adapting marketing tactics to evolving search trends and consumer behaviours, noting: "In the next quarter, the brands best positioned for success will monitor micro-trends, optimise category pages around high-intent terms and create expert content such as guides, FAQs and digital PR assets to increase visibility across search, Reddit, Reels and emerging AI-driven discovery channels."
"We've already seen several brands putting these tactics into action with measurable success. Homeware players that gained visibility this quarter shared a common playbook: lifestyle storytelling, timely trend-jacking, and integration across social and press."
"These examples highlight more than just smart tactics; they underscore the importance of timing. As trend cycles accelerate, the temperature increases or dips thanks to classic British weather patterns. We can see customer behaviour in Homeware shifting week by week. Between brands and interestingly, between categories. Therefore, the real advantage lies in having timely access to search insight," said Wigley.