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UK Index / Home & Furniture / Dunelm
Rank in category 01 / 05 Overall 18 / 50

Dunelm

Leader
dunelm.com · Home & Furniture

Dunelm, as the UK's leading home furnishings retailer, demonstrates strong foundational entity resolution and content corpus, reflected in its high scores across traditional SEO and brand visibility metrics.

Last audited 5 Aug 2026 Next refresh 3 Nov 2026
AI Visibility Score
63 /100
Mid visibility Δ +10 since last refresh
Score band
0 40 70 100
What's working

Dunelm, as the UK's leading home furnishings retailer, demonstrates strong foundational entity resolution and content corpus, reflected in its high scores across traditional SEO and brand visibility metrics. However, its current architecture shows gaps in cutting-edge AI-specific optimization, limiting its full potential for advanced RAG retrieval and direct answer generation.

  • 01

    Foundational scores 91 — identity surface is clean and consistent

  • 02

    Authority & Citation scores 78 — brand surfaces in Gemini’s top results

  • 03

    Entity Resolution scores 61 — Knowledge Panel anchors brand identity

What's not
  • 01

    IKEA dominates "Sustainable Home Furnishings & Eco-Friendly Living"

    Create comprehensive guides on choosing sustainable materials, reducing waste in home decor, and extending product lifespans, integrating Dunelm's eco-conscious product lines and certifications.

  • 02

    John Lewis & Partners dominates "Smart Home Integration & Connected Living Solutions"

    Develop a resource hub detailing how Dunelm's products (e.g., smart lighting, blinds) integrate with popular smart home ecosystems, including setup guides and use cases for AI assistants.

  • 03

    Next Home dominates "Interior Design Trends & Data-Backed Forecasts"

    Publish an annual report leveraging internal sales data and external market research to identify emerging home decor trends, offering actionable advice and product recommendations, optimized for AI retrieval.

Closest competitor

Closest competitor in semantic space

IKEA

Score

—

Gap on AI Visibility —
Stronger on Eco-Friendly Living Guides & Product Certifications Hub
Stronger on Smart Home Compatibility & Setup Guides

IKEA currently dominates citations for sustainable home furnishings & eco-friendly living. Create comprehensive guides on choosing sustainable materials, reducing waste in home decor, and extending product lifespans, integrating Dunelm's eco-conscious product lines and certifications.

What AI said Gemini · UK
Methodology

Each brand in the UK AI Visibility Index is scored by GenSight's 35-signal deterministic scoring engine covering training-corpus presence, retrievability, source authority and competitive position. Brands are selected by Tranco rank within category, with cultural-perception classification verifying each brand reads as British, and editorial review for borderline cases. Composition is reshuffled annually; scores refresh quarterly.

How brands are selected
› 35-signal breakdown Gated
31 discrete · 4 continuous
Canonical URL●
Social Media Presence●
Clear Value Proposition●
Wikidata Presence●
Entity Graph (Wikidata API)●
Organization Schema●
robots.txt Allows AI●
Semantic HTML Architecture●
llms.txt Published●
Aggregate Social Proof●
Top 5 in Gemini Search●
High DR/PR Citations●

Behind this gate

See exactly which of the 35 signals are working for Dunelm — and which are dragging the score down.

  • ·Per-signal pass/fail with explanation
  • ·Which crawlers are blocked, which are open
  • ·Schema, citation and authority diagnostics

Free for verified brand owners. No card required.

› Pillar scores
4 pillars

Foundational

91

Entity Resolution

61

Technical & RAG

46

Authority & Citation

78

› Score history
2 audits
Refresh Score Δ Rank in cat. Captured
Q3 2026 63 — 01 5 Aug 2026
Q2 2026 53 — 03 7 May 2026
› Embed this score
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