Furniture & Homeware Brand Index

February 28, 2018 - 4 minute read

The Attest Brand Index is a platform agnostic measure of a brand’s total brand equity in the furniture and homeware sector, as determined by real consumers.

What do we mean by ‘platform agnostic’? We mean the results are not influenced by any particular method of obtaining them, such as looking only at social media mentions, or brand search terms. This reduces bias and provides a much more accurate view of a brand’s strength in any given category.

Learn more about why we believe this is the best methodology for Brand Intelligence.

To determine the Furniture and Homeware Brand Index, we look at three things.

  1. Percentage of unprompted brand recall within a named category e.g. ‘Alcohol’ ‘Fashion’ or ‘Entertainment’
  2. How likely a person is to purchase your particular brand (purchase intent)
  3. How likely a person is to recommend your brand (net promoter score)

Our data is gathered every quarter from an online survey sent to a nationally representative panel of 1,000 UK consumers aged 18-65.

Top 13 Furniture and Homeware Brand Leaders by unprompted brand recall, ranked by Total Brand Equity

  1. Ikea
  2. John Lewis
  3. Next
  4. Argos
  5. DFS
  6. Dunelm
  7. B&Q
  8. Harveys
  9. Furniture Village
  10. Habitat
  11. ScS
  12. Oak Furniture Land
  13. Homebase

Key Findings

86 different brands were named.

A brand had to have 1.1% of unprompted brand recall to be in the Top 13 brands, jumping hugely to 40.2% for IKEA.There were a reasonable number of brands recalled, but one clear winner.

Furniture Brand Equity

Click to see enlarged version

In the top brands mapped in the Furniture and Homeware Brand Index, the average brand strength score is 57.02. John Lewis has the strongest at 126.67, while Homebase’s negative NPS left it with the weakest brand strength score at 0.

Furniture Brand Equity MatrixClick to see enlarged version

Looking at the Top 13 brands, the average Total Brand Equity score is 443.08, but would have been significantly lower were IKEA not included (173.33) as the final score was bolstered by IKEA’s high brand equity (3680.00). The median score here is 90, showing large disparity between the one highly -ecalled brand and a larger amount of those less-often recalled.

The overall furniture and homeware industry Net Promoter Score is 26.3%, falling to 19.04% among the top 13 brands, largely driven down by the negative NPS of 4 brands (DFS, ScS, Oak Furniture Land, and Homebase).

Here is how people described the furniture and homeware brands that came top of mind during unprompted brand recall:

Furniture Wordcloud

The Full Report

The report includes:

  • The UK's leading Furniture and Homeware brands for Awareness, Purchase Intent and Net Promoter Score
  • Overall Brand Strength and Total Brand Equity index
  • Industry averages and market dynamics
  • Key takeaways for the UK Furniture and Homeware industry

This report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed between 2nd February 2018 - 4th February 2018.  

 View the Furniture & Homeware Brand Industry Report

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