The Q2 2025 benchmarking report for UK fitted furniture brands has just been published. Learn how the top 11 UK fitted furniture brands perform across the digital space.

The latest Q2 2025 benchmarking report for UK fitted furniture brands has just been published. It covers the 11 largest fitted furniture brands in the UK, including Sharps Bedrooms, Neville Johnson, Hammonds Furniture, Spaceslide, Spacemaker Bedrooms, Crown Bedrooms, Fittingly, Sliderobes, Strachan Furniture Makers, King Cabinet Makers, and Online-Bedrooms.co.uk.

The research gives an inside track on who is winning the biggest share of voice online and quantifies the gaps, risks and missed opportunities for other fitted furniture brands to win brand exposure, drive online views, and ultimately win purchases. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.

To see a preview and contents page of the Q2 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.

Q2 2025 WINNERS LEADERBOARD

For a glance into just six of the metrics we evaluated these top 11 fitted furniture brands on, check out our quick-look table below;

Continue reading for further detail on this quarter's best and poorest-performing UK fitted furniture brands or request a copy of the report for the full review.

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What The Industry Research Report Covers

The 70+ pages of research benchmarks each retailer based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.  

Driving Optimal ROAS from Paid Media Channels

Some of the leading players in the space are high spenders on paid media channels such as Google, Bing and Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from £30k+ per month but dedicate minimal resources and budgets to conversion testing. Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.

Pay-Per-Click Marketing

Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.

For Q2 2025, the average monthly budget wastage across these UK fitted furniture brands was £8,448, with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £29 . This highlights how competitive the market is and how important it is to control your budgets effectively.

There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, both Hammonds Furniture and Spaceslide reported the lowest monthly cost-per-click (CPC) at £11, and Spacemaker Bedrooms has the highest at £146.

The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, Spaceslide has the lowest estimate monthly ad spend at £817, and Sharps Bedrooms has the highest at £277,000.

By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.

Technical Website Compliance

Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. For fitted furniture brands, they'll want to ensure key informational pages, such as pricing, payment options, and delivery and installation estimates, are clearly signposted and not blocked off by 4xx errors.

In our previous audit, Hammonds Furniture flagged 141 4xx errors. This quarter, Hammonds Furniture has reduced their 4xx errors to 93, no longer making them the brand to watch and demonstrating that they took into consideration how these errors can impact the web experience for users. Currently, the brand to watch is Neville Johnson, who reported 183 4xx errors.

Site Speed & Conversion Rate Performance

When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load will see a significant improvement on your overall conversion rates. Fitted furniture brands may be tempted to include high-quality videos and images on their sites, to entice customers, but each brand must ensure that these are appropriate sizes that will not slow down mobile devices.

The mobile site speed for this quarter ranged between 76 and 21, with Strachan Furniture Makers reporting the slowest mobile site speed. This fitted furniture brand should aim to increase their score to at least 50%, and they can reach this by reducing page weight, which will help to increase download speeds for visitors.

Building Competitive Advantage with Domain Authority

Domain authority (DA) is an essential metric for measuring the effectiveness of SEO performance and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. By working with a digital PR specialist, fitted furniture brands can look at link reclamation, in addition to out-of-the-box thinking to develop exciting PR campaigns that tie into their product lines.

A ‘good’ DA really comes down to how your competitors are performing, however, it’s generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA score for this quarter ranged between 60 and 3.4, with King Cabinet Makers flagging the lowest DA. This fitted furniture brand should ensure they’re maximising their opportunities to receive backlinks by building connections with websites that have a similar target audience. Prioritising original, quality content will also help other websites to perceive them as trustworthy.

Organic Performance – Mobile & Desktop

A strong organic performance is strategically important as it ensures your site ranks above competitors for core, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. Following the lockdown and Covid boom of home improvement, we have seen falls in organic traffic across all sectors within the space.

Two brands reported a decrease in organic traffic on desktop, with Online-Bedrooms.co.uk seeing the biggest loss (-20%). Meanwhile, 4 brands saw a loss on mobile, with both Spacemaker Bedrooms and King Cabinet Makers seeing the biggest loss (-100%).

Universal Search Opportunity

Google Universal Search Results are an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a retailer can appear for universal search results without being strong in standard rankings. 'Reviews' and 'images' are both great options for fitted furniture brands, enabling them to give users a good perception of their service and products directly from the SERP.

Sharps Bedrooms saw the most overall Universal Search appearances (4,501), with the majority of these results coming from ‘images’ (3,700). On the other hand, Crown Bedrooms saw the fewest overall appearances (9). Universal Search appearances are a great way to tell search engines a website is legitimate and can help with organic traffic, which is why all brands should ensure they’re making the most of the opportunity.

The Longtail Keyword Opportunity

Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for new search terms as they enter Google’s index. Fitted furniture brands will want to pay particularly close attention to phrases that indicate a high-purchase intent, such as 'quick installation', 'payment plans', and '12 year guarantee'.

Sharps Bedrooms secured the most longtail keyword appearances for position 3 (703) and positions 4–10 (1,415). Longtail keywords are a great opportunity for websites to increase their organic traffic and reach their target audience, and all brands should regularly track their keyword metrics to ensure they’re still targeting their audience with relevant phrases.

Facebook Adverts

With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. Facebook ads are an opportunity to show the high quality, appealing furniture on offer from these fitted furniture brands, and engage potential customers through social media. Facebook ads are an opportunity to show the high quality, appealing furniture on offer from these fitted furniture brands, and engage potential customers through social media. 

We’ve included screenshots of Online-Bedrooms.co.uk’s sponsored Facebook posts. This UK fitted furniture brand used bullet points to help make their content more scannable for social media users.

Top Social Shares & Content

When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'evergreen' if it has maintained its relevancy to an audience for a long period of time. It's great for your engagement, but great for Google too, who will recognise content that achieves traffic over a long period. Pinterest is a useful platform for fitted furniture brands to consider, as it boasts a comparatively more affluent audience than other platforms, who are immersed in the decision-making stage of purchasing.

Sharps Bedrooms has the most Facebook Likes (53,200), while Hammonds Furniture has the most Instagram followers (107,300). Social media is a useful platform for brands to connect with their audience and engage in comments to build a relationship with potential customers.

Website Readability & Accessibility

About 20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. Fitted furniture brands may include accessibility as a key feature in their product lines, so this should be extended to their digital presence to make sure their brand is welcoming at any touchpoint.

In our previous report, Sharps Bedrooms had 122 accessibility alerts. This quarter, Sharps Bedrooms has decreased their accessibility alerts to 35, no longer making them the brand to watch. Currently, Spacemaker Bedrooms reported the highest accessibility alerts (71). This UK fitted furniture brand should ensure they’re taking into account how their website’s navigation and usability can affect the users’ perception of their brand and web experience.

GET THE FULL 70-PAGE Q2 2025 REPORT

To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee.