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Curtains & Blinds Sector Report

This report provides a summary of search engine optimization performance in the UK curtains and blinds sector over the past 6 months. It identifies the top 20 brands based on overall organic search visibility/share of voice. It also analyzes performance trends for specific curtain and blind product categories, identifying leaders in each. Some high-level performers include Blinds 2Go, Dunelm, and Hillarys. The report finds significant movement in brand rankings over the period, with some brands like Roman Blinds Direct and Shaws Direct rising significantly, while others lost positions.

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ORGANIC SECTOR REPORT HOMEWARE <CURTAINS+BLINDS> 2021 6 MONTHS ON
Welcome This Report Brand Table Keyword Category Top 15s YoY Keyword Winners and Losers The Power Behind the Insight 1. 2. 3. 4. 5. 6. FUSION UNLIMITED 2021 IN THIS REPORT 02
From FTSE 250 organisations to independents, we’ve helped brands to climb for over 22 years. Our agility, experience and ability to look at the bigger picture has bred an approach that is tried and trusted by some of the UK’s most loved brands, including NatWest, Halfords and LloydsPharmacy. We exist to push the boundaries of search, and this spirit remains fundamental to our approach. We love helping brands realise their own personal ambitions, and regularly carry out industry research (like this report) to help brands digest and harness the overwhelming amount of data available to us. I hope this report helps to steer your own strategy. Anyway, enough from me! Let's get into it... ORGANIC SEARCH DIRECTOR CRAIG BROADBENT WELCOME 03 FUSION UNLIMITED 2021 TO SPEAK TO CRAIG: CAB@FUSIONUNLIMITED.CO.UK
IS THIS REPORT FOR ME? 04 FUSION UNLIMITED 2021 POWEREDBY THE SOURCE OF LEARNINGS WHAT YOU'LL DISCOVER This report has been prepared by the technical SEO team at Fusion Unlimited, an award-winning performance marketing agency based in Leeds. Inside, you’ll get a snapshot of your true competitors and discover which brands have the greater share of clicks for key product groups in the curtains and blinds sector. Most interestingly, we have generated a 6 month league table to show how quickly the SERPs have changed this past year, who are the winners and who needs to take a closer look at adjusting their SEO strategy... The core data set used in this report has been generated through our very own share-of-voice software, Natural Edge™, born right here at Fusion HQ, which you can read more about on page 25. This data is truly unique! If you're a manufacturer or retailer in the Curtains & Blinds industry and want to remain competitive, this is worth five minutes of your time, even simply to reassure yourself you're on the right track.
2 5 6 8 9 11 12 13 14 15 17 18 16 BRAND TABLE Here are the Top 20 performing brands in the Curtains & Blinds sector. Calculated by aggregating overall share of voice (SOV) for 1,000+ of the most relevant and highest volume keywords in the industry, we've then compared this with our previous report issued in April 2021. 05 TOP 20: OVERALL SHARE OF ORGANIC VOICE BLINDS 2GO NEXT AMAZON DUNELM THE RANGE ARGOS CURTAINS 2GO CURTAINS CURTAINS CURTAINS HILLARYS 20.44% 4.70% 4.81% 1 3 4 7 10 TERRY'S FABRICS BLINDS DIRECT 247 BLINDS JOHN LEWIS VOILA VOILE NET CURTAINS DIRECT 5.57% 4.45% 2.37% 19 20 2.87% IKEA ROMAN BLINDS DIRECT 3.23% 3.18% 2.64% 1.01% 2.50% 2.60% WAYFAIR 1.8% 0.92% 0.82% 0.10% - 1.82% SHAWS DIRECT SWIFT BLINDS DIRECT 1.39% -9 -7 -1 +5 +7 +6 +24 -5 +2 - - - +2 +1 +2 +13 +2 +1 MAR 21 CLICK SHARE 24.99% 7.83% 6.00% 4.65% 4.62% 4.52% 3.88% 3.53% 3.50% 2.99% OCT 21 CLICK SHARE MAR 21 CLICK SHARE OCT 21 CLICK SHARE 2.95% 2.81% 2.23% 1.88% 1.67% 1.42% 1.00% 0.94% 0.85% 1.51% +4
06 FUSION UNLIMITED 2021 Our brand table has helped identify the ever-changing domination of click share, revealing that the curtains and blinds industry is not only a competitive one but a volatile space to be. Since our last report in Spring 2021 we have a whole host of brands not only rising through the ranks but entering the top 20 too. POLE POSITION RISING STARS ROMAN BLINDS DIRECT Up 7 positions from Spring 2021, Roman Blinds Direct land themselves a spot in the top 20. SHAWS DIRECT Up an incredible 24 positions, Shaws have jumped from position 49 to position 18! JOHN LEWIS The retail giant has shimmied its way up the league table by 6 positions. VOILA VOILE Et voila! Huge gains from Voila Voile who has appeared from nowhere into the top 20 league table. CURTAINS CURTAINS CURTAINS Soaring through the table to position 8, up a weighty 13 positions since Spring 2021!
With winners have to come losers and since Spring 2021 a few brands haven't been able to maintain their SOV to keep them in the top 20. We've seen a selection of big-time brands and niche specialists lose their positions in the SERPs over the last six months. 07 FUSION UNLIMITED 2021 IT'S CURTAINS! SUNSETTERS MATALAN Down 8 positions, Matalan has gone from position 13 to 21 in SOV. TONY'S TEXTILES The specialist fabric retailer has dropped a whopping 16 positions in the brand table over the last 6 months. UNBEATABLE BLINDS Down 10 positions, Unbeatable Blinds come in at position 26, a sharp drop for the, now beatable, blind retailer... 247 CURTAINS It's curtains for 247 curtains who have lost their top 20 position, knocking back 5 places to position 25.
FUSION UNLIMITED 2021 VENETIAN BLACKOUT ROMAN KEYWORD CATEGORIES Using our proprietary software, Natural Edge, we've delved into the six biggest keyword categories in the Curtains & Blinds sector to discover the overall winning brands for each key product group, as well as group winners for Curtains and Blinds in their own right. We've aggregated the SOV from hundreds of relevant category keywords to give a thorough and true reflection. Over the next few pages, we've listed the top 15 performers in each product group. 08 VOILE MADE TO MEASURE ROLLER
BLINDS < PRODUCT CATEGORIES > 9
10 HILLARYS BLINDS 2GO 247 BLINDS DUNELM ARGOS SWIFT DIRECT BLINDS NEXT ROMAN BLINDS DIRECT 19.87% 15.07% 9.46% 1 2 3 4 5 6 7 8 9 10 AMAZON 7.04% 6.35% 5.62% 4.28% 3.56% 3.42% 2.90% ENGLISH BLINDS THE RANGE MAKE MY BLINDS 1.73% 1.46% 1.33% 11 12 13 14 - TERRY'S FABRICS UNBEATABLE BLINDS BLINDS DIRECT 1.31% 1.31% ALL BLINDS OCT 21 CLICK SHARE 24.6% 9.93% 7.34% 7.90% 5.43% 2.96% 3.59% 1.23% 2.11% 1.71% 1.71% 1.89% 2.18% 0.62% 5.19% - - +1 -1 +1 +2 +6 +1 +2 +1 -1 -4 -10 - MAR 21 CLICK SHARE +4 Dunelm maintain their unassailable lead over the blinds category with a 19.87% click share, although this is down by 4.8% as other retailers look to make a claim on SERP visibility.
NEXT HILLARYS BLINDS DIRECT TERRY'S FABRICS AMAZON 0.82% BLINDS UK ENGLISH BLINDS 0.59% 0.37% 4 5 6 7 10 11 12 13 14 - +1 +1 +2 +2 +2 +1 -3 +2 +10 -2 11 DUNELM BLINDS 2GO 247 BLINDS SWIFT DIRECT BLINDS 15.68% 10.09% 8.18% 8.01% 6.95% 5.38% 3.97% 3.25% 1.38% MAKE MY BLINDS JOHN LEWIS 0.92% 0.41% JUST FABRICS 1 2 3 8 9 - - ROMAN BLINDS DIRECT 19.72% - 13.68% 6.79% 6.36% 4.70% 4.33% 6.36% 3.89% 3.15% 0.69% 0.52% 0.51% 0.39% 0.26% 0.72% 14.25% - - OCT 21 CLICK SHARE MAR 21 CLICK SHARE ROMAN As we look at a product level, specialist retailer Roman Blinds Direct maintain number one position and expands market share for relevant keywords with 19.72% click share.
12 SWIFT DIRECT BLINDS BLINDS 2GO 247 BLINDS DUNELM ARGOS BLINDS DIRECT HILLARYS THE RANGE UNBEATABLE BLINDS 24.90% 15.09% 9.17% AMAZON 9.08% 6.46% 6.19% 4.85% 3.56% 3.13% 2.63% BLINDS DIRECT ONLINE MAKE MY BLINDS ENGLISH BLINDS 1.63% 1.50% 1.25% CHEAPEST BLINDS WOODEN BLINDS DIRECT 0.94% 0.75% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 - - +1 +2 +2 +1 +2 -2 +1 - +2 -6 -1 - -2 15 18.7% 11.1% 6.37% 4.82% 4.11% 3.76% 3.87% 2.28% 7.67% 2.88% 1.42% 0.52% 0.44% 0.66% 0.53% OCT 21 CLICK SHARE MAR 21 CLICK SHARE VENETIAN Plenty of movement in the Venetian category with a big drop for Unbeatable Blinds and smaller declines for specialty retailers Wooden Blinds Direct and Blinds Direct Online.
13 ARGOS BLINDS 2GO 247 BLINDS DUNELM HILLARYS SWIFT DIRECT BLINDS AMAZON NEXT 33.28% 12.23% 9.00% ROLLER BLINDS DIRECT 7.49% 5.06% 4.70% 4.16% 3.36% 2.65% 2.28% BLINDS 4 UK THE RANGE ENGLISH BLINDS 2.18% 1.70% 1.22% B&Q ORDER BLINDS BLINDS DIRECT 0.63% 0.65% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 - - +3 -1 +2 -1 +5 +23 +1 +2 +5 +11 -1 15 -1 -2 26.46% 10.58% 8.79% 8.94% 2.91% 4.54% 4.01% 1.80% 0.50% 0.35% 2.67% 0.97% 0.38% 0.09% 1.02% OCT 21 CLICK SHARE MAR 21 CLICK SHARE ROLLER We're rolling all over the place in the Roller category with little movement at the top but changes in position for every other brand. An impressive arrival of Roller Blinds Direct who are up 11 positions and a SOV increase by 1.93%.
14 HILLARYS SWIFT DIRECT BLINDS AMAZON BLINDS 2GO DUNELM BLINDS 4 UK IKEA HOMEBASE 24.53% 12.64% 9.45% JOHN LEWIS 9.27% 9.12% 5.91% 4.15% 3.78% 2.53% 2.36% WAYFAIR ARGOS MAKE MY BLINDS 1.71% 1.33% 1.32% ORDER BLINDS BLINDS DIRECT 247 BLINDS 0.95% 1.24% +13 -4 -3 +2 +1 +31 -1 +14 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 +3 +1 - +3 -1 -1 - 8.40% 9.04% 7.30% 5.13% 0.57% 10.78% 0.39% 3.89% 3.14% 0.04% 1.32% 2.79% 1.96% 0.74% 1.76% OCT 21 CLICK SHARE MAR 21 CLICK SHARE VOILE Dunelm has been knocked out of the top 5, 247 Blinds has been kicked to the curb, it's all change for Voile curtains. Newcomers Blinds 4 UK, Hillarys and John Lewis all make huge gains for this on-trend category.
15 MAKE MY BLINDS HILLARYS DUNELM 247 BLINDS NEXT UNBEATABLE BLINDS BLINDS DIRECT BLINDS 2GO SWIFT DIRECT BLINDS 26.78% 13.20% 11.11% TERRY'S FABRICS 7.12% 6.03% 5.46% 5.06% 4.87% 3.11% 2.37% BLINDS DIRECT BLINDS 4 UK DOT COM BLINDS 2.33% 2.19% 1.63% ENGLISH BLINDS WOODEN BLINDS DIRECT 0.83% 0.68% -4 +1 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 +2 +3 +48 -3 +6 -4 -1 +1 -2 -2 - +1 -2 9.93% 5.76% 6.13% 1.03% 14.98% 12.14% 4.99% 3.31% 4.07% 3.60% 0.51% 0.02% 0.97% 0.40% 0.51% OCT 21 CLICK SHARE MAR 21 CLICK SHARE MADE TO MEASURE Let's take a moment to recognise Dot Com Blinds' 48 position gain from Spring 2021, soaring into position 12 with a 2.19% click share of the highly competitive 'made to measure' space.
16 ARGOS BLINDS 2GO 247 BLINDS DUNELM HILLARYS BLINDS DIRECT SWIFT DIRECT BLINDS AMAZON B&Q 26.36% 16.03% 10.68% NEXT 6.31% 5.47% 5.15% 3.52% 3.50% 2.96% 2.92% VELUX BLINDS DIRECT MAKE MY BLINDS ROOF BLINDS 1.57% 1.20% 0.85% VELUX ORDER BLINDS 0.82% 0.79% -1 +1 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 +1 +3 +1 - - - -1 - +5 -2 +99 +4 +6 26.25% 15.60% 8.06% 8.14% 3.17% 6.42% 3.37% 2.77% 0.01% 0.71% 1.46% 1.01% 0.59% 0.1.39% 0.38% OCT 21 CLICK SHARE MAR 21 CLICK SHARE BLACKOUT Big name retailers dominate the blackout blinds category with Dunelm, Argos, Amazon and Next making the cut. Smaller retailers have been able to establish higher % SOV in the last six months but many fail to hit double digits.
CURTAINS < PRODUCT CATEGORIES > 17
18 ALL CURTAINS THE RANGE NEXT AMAZON DUNELM CURTAINS 2GO WAYFAIR CURTAINS CURTAINS CURTAINS ARGOS TERRY'S FABRICS 19.29% 8.27% 6.00% IKEA 3.80% 3.37% 7.23% 1.48% 2.82% 7.98% 1.86% VOILA VOILE HILLARYS MATALAN 1.25% 1.91% 2.32% JOHN LEWIS 0.15% 0.03% SHAWS DIRECT -2 +2 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 +2 - - +2 +25 +55 +2 +7 - -6 +4 -1 -3 23.09% 9.93% 8.46% 7.20% 6.49% 5.12% 5.07% 4.97% 3.53% 2.57% 1.81% 1.79% 1.67% 1.39% 1.32% OCT 21 CLICK SHARE MAR 21 CLICK SHARE The curtain hasn't fallen on Dunelm and Next's lead of this extremely competitive industry. There has been, however, plenty of movement with impressive gains from the likes of Shaws Direct, Curtains Curtains Curtains and Voila Voile. Similarly, declines from the likes of Terry's Fabrics and Matalan...
19 CURTAINS 2GO DUNELM JOHN LEWIS CURTAINS MADE FOR FREE 247 CURTAINS NEXT NET CURTAINS DIRECT 13.51% 5.13% 2.84% WOODYATT CURTAINS 3.57% 12.04% 7.53% 1.15% 3.54% 2.98% CUSTOM CURTAINS JANE CLAYTON HILLARYS 0.03% 3.86% 0.67% VOILA VOILE JUST FABRICS 4.52% 0.55% 5.88% -4 +8 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 - +4 -4 -5 CURTAINS CURTAINS CURTAINS +3 TERRY'S FABRICS -1 +4 - - - -8 - 18.04% 16.27% 13.16% 7.11% 5.79% 5.04% 3.86% 2.99% 2.92% 2.65% 2.52% 2.05% 2.01% 0.5% 6.48% +56 OCT 21 CLICK SHARE MAR 21 CLICK SHARE MADE TO MEASURE How are things measuring up for made to measure? It's an eclectic mix of designers, multiline retailers and specialist retailers all vying for space in the SERPs.
20 IKEA THE RANGE NEXT DUNELM AMAZON ARGOS TERRY'S FABRICS JOHN LEWIS WAYFAIR 32.16% 8.85% 9.68% ASDA 7.69% 3.11% 4.79% 14.05% 1.78% 7.01% 2.38% M&S VERY CURTAINS 2GO 1.32% 0.26% 0.51% TONY'S TEXTILES 0.64% 0.15% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 - +1 -5 +2 +2 - -2 - +3 +1 -3 -1 CURTAINS CURTAINS CURTAINS - +3 +7 33.01% 13.40% 12.36% 8.49% 8.08% 6.64% 5.62% 2.83% 2.21% 0.73% 0.53% 0.39% 0.35% 0.22% 0.15% OCT 21 CLICK SHARE MAR 21 CLICK SHARE BLACKOUT Despite The Range's valiant efforts to increase SOV by 4.55% over the last six months, Dunelm have a huge 13.4% lead, dominating the market with 33% click share!
21 TERRY'S FABRICS VOILA VOILE AMAZON DUNELM NEXT ARGOS JOHN LEWIS CURTAINS 2GO 27.19% 0.59% 9.59% NET CURTAINS DIRECT 9.04% 7.37% 0.01% 0.45% 0.24% 2.14% 7.21% TONY'S TEXTILES CURTAINS DIRECT 2U CURTAINS CURTAINS CURTAINS 1.19% 0.40% 1.30% WAYFAIR 247 CURTAINS THE RANGE 16.23% 2.30% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 - +12 -7 - -1 -4 - - - -3 -13 28.74% 13.58% 11.77% 11.03% 5.99% 3.22% 2.43% 2.42% 2.29% 1.94% 1.26% 1.01% 0.99% 0.67% 0.69% +55 +10 +15 +6 OCT 21 CLICK SHARE MAR 21 CLICK SHARE VOILE The only category featured in this report with four brands obtaining a double-digit click share! This more evenly-spaced product category features brand star, Voila Voile and brand 'sunsetter', Tony's Textiles.
FUSION UNLIMITED 2021 Next up, we're looking at keywords. We've reviewed each of the 1,000+ keywords used to calculate the brand SOV rankings in the last section to see which have seen the biggest changes in the past 6 months. We've analysed the year-on-year volumes of each to identify the winners and losers, based on surges and drops in their monthly search volumes. HIDDEN GEMS KEYWORD OPPORTUNTIES 22 *monthly data gathered through ahrefs
KEYWORD WINNERS BURGUNDY CURTAINS BLUSH CURTAINS NAVY CURTAINS WHITE ROLLER BLINDS WHITE CURTAINS PERFECT FIT VENETIAN BLINDS CRUSHED VELVET CURTAINS MUSTARD CURTAINS KEYWORD LEAF CURTAINS FLORAL CURTAINS BAMBOO ROLLER BLINDS VELVET CURTAINS White roller blinds term is up 256% over the last six months. SIMPLICITY IS KEY % CHANGE +256% 3200 +213% +186% LILAC CURTAINS +160% +160% +121% +119% +118% +113% +108% +100% +92% +85% MAUVE CURTAINS +250% +224% 2100 3600 15000 18000 1300 2600 3100 9200 8500 1700 2500 1800 2500 10000 FUSION UNLIMITED 2021 Despite the the top spot being a blinds- based keyword, a whopping 73% of the keyword winners feature curtains. CURTAIN CALL 23 FAUX WOOD VENETIAN BLINDS NEW VOLUME P/M
FUSION UNLIMITED 2021 DARK GREEN CURTAINS NEW VOLUME P/M READY MADE CURTAINS KEYWORD LOSERS Huge drops for the likes of pleated and lace curtains, is the UK looking for more fuss-free design? FUSS NO MORE 24 PLEATED CURTAINS ALUMINIUM VELUX BLINDS LACE CURTAINS BLACK CURTAINS OCHRE CURTAINS READY MADE ROLLER BLINDS VENETIAN BLINDS KEYWORD % CHANGE -68% 80 -32% -24% BLACKOUT VERTICAL BLINDS -22% -18% -17% -9% -8% -6% -5% 19000 49000 1100 3000 30000 1400 1400 1300 1500 Darker curtain colours have all taken a hit over the last six months with seaonality no doubt playing a part in changing desired style and colour palettes. SEEKING THE LIGHT
This insight and results used in this report have been generated through Natural Edge™, our proprietary share-of-voice software. Natural Edge™, developed here at Fusion Unlimited HQ, was built to help brands gain greater visibility in local search. Taking any keyword from any sector, Natural Edge™ scans and analyses local search results with a nationwide lens, enabling you to discover your position for any search term in any location in the UK and unlock the full potential of your online strategy. It‘s already helped brands such as Halfords, Q-Park and Vertu Motors to shape their strategy. If you'd like to see what it could do for you, get in touch with the team for a complimentary audit. THE SECRET BEHIND THE INSIGHT POWERED BY NATURAL EDGE FUSION UNLIMITED 2021 25
Would you like us to shed more light on this? I'd welcome you to get in touch if you have any questions or clarifications. The Curtains & Blinds retail space is full of opportunity when it comes to keywords. But there’s more to consider than just the low-hanging fruit we've mentioned in this report. The highly competitive terms are harder to acquire but worth the battle. Do you want to find out a little bit more about your own performance? Get in touch and we will delve a little deeper to show exactly how you fared in more detail. THANK YOU REQUEST YOUR FREE AUDIT TODAY CAB@FUSIONUNLIMITED.CO.UK OR HELLO@FUSIONUNLIMITED.CO.UK 26 FUSION UNLIMITED 2021
FULL BRAND TABLE: TOP 50 27 2 5 6 8 9 BLINDS 2GO NEXT AMAZON DUNELM THE RANGE ARGOS CURTAINS 2GO CURTAINS CURTAINS CURTAINS HILLARYS 1 3 4 7 10 247 BLINDS - - - +2 +1 +2 +13 +2 +1 +4 24.99% 7.83% 6.00% 4.65% 4.62% 4.52% 3.88% 3.53% 3.50% 2.99% TERRY'S FABRICS 11 2.95% -9 12 13 14 15 16 BLINDS DIRECT IKEA ROMAN BLINDS DIRECT WAYFAIR SWIFT BLINDS DIRECT -7 -1 +5 +7 +2 2.81% 2.23% 1.88% 1.67% 1.51% 17 18 JOHN LEWIS SHAWS DIRECT VOILA VOILE 19 +6 +24 1.42% 1.00% 0.94% 21 - - 23 MATALAN NET CURTAINS DIRECT WOODYATT CURTAINS B&Q MAKE MY BLINDS ASDA 20 22 24 ROLLER BLINDS DIRECT -8 +8 +2 +4 +7 -5 0.85% 0.67% 0.67% 0.55% 0.55% 0.51% 0.50% 247 CURTAINS 25 0.46% -5 26 27 28 29 30 CURTAINS DIRECT 2U ENGLISH BLINDS B&M STORES UNBEATABLE BLINDS TONY'S TEXTILES -10 +4 0.45% 0.38% 0.37% 0.35% 0.31% M&S 32 33 33 0.21% 0.20% 0.20% CHEAPEST BLINDS BLINDS DIRECT ONLINE 38 39 40 0.13% 0.12% 0.11% HARRY CORRY 34 35 0.19% 0.17% VERY JUST FABRICS 35 36 37 - 0.17% 0.16% 0.14% 0.14% DOTCOM BLINDS CURTAINS MADE FOR FREE 38 0.13% GLASSWELLS 0.10% 0.10% DEBENHAMS POWERED BLINDS 41 0.10% STUDIO ORDER BLINDS LA REDOUTE CLOSS & HAMBLIN WOODEN BLINDS DIRECT BLINDS4UK 0.26% 0.26% CURTAIN SHOP 31 - 42 43 -2 -16 -2 +8 +4 +5 -2 +2 -3 -8 -12 +3
FUSION UNLIMITED WHITE ROSE HOUSE 8 OTLEY ROAD HEADINGLEY LS6 2AD HELLO@FUSIONUNLIMITED.CO.UK HELLO@FUSIONUNLIMITED.CO.UK

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Curtains & Blinds Sector Report

  • 1.
  • 2.
    Welcome This Report Brand Table KeywordCategory Top 15s YoY Keyword Winners and Losers The Power Behind the Insight 1. 2. 3. 4. 5. 6. FUSION UNLIMITED 2021 IN THIS REPORT 02
  • 3.
    From FTSE 250organisations to independents, we’ve helped brands to climb for over 22 years. Our agility, experience and ability to look at the bigger picture has bred an approach that is tried and trusted by some of the UK’s most loved brands, including NatWest, Halfords and LloydsPharmacy. We exist to push the boundaries of search, and this spirit remains fundamental to our approach. We love helping brands realise their own personal ambitions, and regularly carry out industry research (like this report) to help brands digest and harness the overwhelming amount of data available to us. I hope this report helps to steer your own strategy. Anyway, enough from me! Let's get into it... ORGANIC SEARCH DIRECTOR CRAIG BROADBENT WELCOME 03 FUSION UNLIMITED 2021 TO SPEAK TO CRAIG: CAB@FUSIONUNLIMITED.CO.UK
  • 4.
    IS THIS REPORTFOR ME? 04 FUSION UNLIMITED 2021 POWEREDBY THE SOURCE OF LEARNINGS WHAT YOU'LL DISCOVER This report has been prepared by the technical SEO team at Fusion Unlimited, an award-winning performance marketing agency based in Leeds. Inside, you’ll get a snapshot of your true competitors and discover which brands have the greater share of clicks for key product groups in the curtains and blinds sector. Most interestingly, we have generated a 6 month league table to show how quickly the SERPs have changed this past year, who are the winners and who needs to take a closer look at adjusting their SEO strategy... The core data set used in this report has been generated through our very own share-of-voice software, Natural Edge™, born right here at Fusion HQ, which you can read more about on page 25. This data is truly unique! If you're a manufacturer or retailer in the Curtains & Blinds industry and want to remain competitive, this is worth five minutes of your time, even simply to reassure yourself you're on the right track.
  • 5.
    2 5 6 8 9 11 12 13 14 15 17 18 16 BRAND TABLE Here are theTop 20 performing brands in the Curtains & Blinds sector. Calculated by aggregating overall share of voice (SOV) for 1,000+ of the most relevant and highest volume keywords in the industry, we've then compared this with our previous report issued in April 2021. 05 TOP 20: OVERALL SHARE OF ORGANIC VOICE BLINDS 2GO NEXT AMAZON DUNELM THE RANGE ARGOS CURTAINS 2GO CURTAINS CURTAINS CURTAINS HILLARYS 20.44% 4.70% 4.81% 1 3 4 7 10 TERRY'S FABRICS BLINDS DIRECT 247 BLINDS JOHN LEWIS VOILA VOILE NET CURTAINS DIRECT 5.57% 4.45% 2.37% 19 20 2.87% IKEA ROMAN BLINDS DIRECT 3.23% 3.18% 2.64% 1.01% 2.50% 2.60% WAYFAIR 1.8% 0.92% 0.82% 0.10% - 1.82% SHAWS DIRECT SWIFT BLINDS DIRECT 1.39% -9 -7 -1 +5 +7 +6 +24 -5 +2 - - - +2 +1 +2 +13 +2 +1 MAR 21 CLICK SHARE 24.99% 7.83% 6.00% 4.65% 4.62% 4.52% 3.88% 3.53% 3.50% 2.99% OCT 21 CLICK SHARE MAR 21 CLICK SHARE OCT 21 CLICK SHARE 2.95% 2.81% 2.23% 1.88% 1.67% 1.42% 1.00% 0.94% 0.85% 1.51% +4
  • 6.
    06 FUSION UNLIMITED 2021 Our brand tablehas helped identify the ever-changing domination of click share, revealing that the curtains and blinds industry is not only a competitive one but a volatile space to be. Since our last report in Spring 2021 we have a whole host of brands not only rising through the ranks but entering the top 20 too. POLE POSITION RISING STARS ROMAN BLINDS DIRECT Up 7 positions from Spring 2021, Roman Blinds Direct land themselves a spot in the top 20. SHAWS DIRECT Up an incredible 24 positions, Shaws have jumped from position 49 to position 18! JOHN LEWIS The retail giant has shimmied its way up the league table by 6 positions. VOILA VOILE Et voila! Huge gains from Voila Voile who has appeared from nowhere into the top 20 league table. CURTAINS CURTAINS CURTAINS Soaring through the table to position 8, up a weighty 13 positions since Spring 2021!
  • 7.
    With winners haveto come losers and since Spring 2021 a few brands haven't been able to maintain their SOV to keep them in the top 20. We've seen a selection of big-time brands and niche specialists lose their positions in the SERPs over the last six months. 07 FUSION UNLIMITED 2021 IT'S CURTAINS! SUNSETTERS MATALAN Down 8 positions, Matalan has gone from position 13 to 21 in SOV. TONY'S TEXTILES The specialist fabric retailer has dropped a whopping 16 positions in the brand table over the last 6 months. UNBEATABLE BLINDS Down 10 positions, Unbeatable Blinds come in at position 26, a sharp drop for the, now beatable, blind retailer... 247 CURTAINS It's curtains for 247 curtains who have lost their top 20 position, knocking back 5 places to position 25.
  • 8.
    FUSION UNLIMITED 2021 VENETIAN BLACKOUT ROMAN KEYWORD CATEGORIES Using ourproprietary software, Natural Edge, we've delved into the six biggest keyword categories in the Curtains & Blinds sector to discover the overall winning brands for each key product group, as well as group winners for Curtains and Blinds in their own right. We've aggregated the SOV from hundreds of relevant category keywords to give a thorough and true reflection. Over the next few pages, we've listed the top 15 performers in each product group. 08 VOILE MADE TO MEASURE ROLLER
  • 9.
  • 10.
    10 HILLARYS BLINDS 2GO 247 BLINDS DUNELM ARGOS SWIFTDIRECT BLINDS NEXT ROMAN BLINDS DIRECT 19.87% 15.07% 9.46% 1 2 3 4 5 6 7 8 9 10 AMAZON 7.04% 6.35% 5.62% 4.28% 3.56% 3.42% 2.90% ENGLISH BLINDS THE RANGE MAKE MY BLINDS 1.73% 1.46% 1.33% 11 12 13 14 - TERRY'S FABRICS UNBEATABLE BLINDS BLINDS DIRECT 1.31% 1.31% ALL BLINDS OCT 21 CLICK SHARE 24.6% 9.93% 7.34% 7.90% 5.43% 2.96% 3.59% 1.23% 2.11% 1.71% 1.71% 1.89% 2.18% 0.62% 5.19% - - +1 -1 +1 +2 +6 +1 +2 +1 -1 -4 -10 - MAR 21 CLICK SHARE +4 Dunelm maintain their unassailable lead over the blinds category with a 19.87% click share, although this is down by 4.8% as other retailers look to make a claim on SERP visibility.
  • 11.
    NEXT HILLARYS BLINDS DIRECT TERRY'S FABRICS AMAZON 0.82% BLINDSUK ENGLISH BLINDS 0.59% 0.37% 4 5 6 7 10 11 12 13 14 - +1 +1 +2 +2 +2 +1 -3 +2 +10 -2 11 DUNELM BLINDS 2GO 247 BLINDS SWIFT DIRECT BLINDS 15.68% 10.09% 8.18% 8.01% 6.95% 5.38% 3.97% 3.25% 1.38% MAKE MY BLINDS JOHN LEWIS 0.92% 0.41% JUST FABRICS 1 2 3 8 9 - - ROMAN BLINDS DIRECT 19.72% - 13.68% 6.79% 6.36% 4.70% 4.33% 6.36% 3.89% 3.15% 0.69% 0.52% 0.51% 0.39% 0.26% 0.72% 14.25% - - OCT 21 CLICK SHARE MAR 21 CLICK SHARE ROMAN As we look at a product level, specialist retailer Roman Blinds Direct maintain number one position and expands market share for relevant keywords with 19.72% click share.
  • 12.
    12 SWIFT DIRECT BLINDS BLINDS2GO 247 BLINDS DUNELM ARGOS BLINDS DIRECT HILLARYS THE RANGE UNBEATABLE BLINDS 24.90% 15.09% 9.17% AMAZON 9.08% 6.46% 6.19% 4.85% 3.56% 3.13% 2.63% BLINDS DIRECT ONLINE MAKE MY BLINDS ENGLISH BLINDS 1.63% 1.50% 1.25% CHEAPEST BLINDS WOODEN BLINDS DIRECT 0.94% 0.75% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 - - +1 +2 +2 +1 +2 -2 +1 - +2 -6 -1 - -2 15 18.7% 11.1% 6.37% 4.82% 4.11% 3.76% 3.87% 2.28% 7.67% 2.88% 1.42% 0.52% 0.44% 0.66% 0.53% OCT 21 CLICK SHARE MAR 21 CLICK SHARE VENETIAN Plenty of movement in the Venetian category with a big drop for Unbeatable Blinds and smaller declines for specialty retailers Wooden Blinds Direct and Blinds Direct Online.
  • 13.
    13 ARGOS BLINDS 2GO 247 BLINDS DUNELM HILLARYS SWIFTDIRECT BLINDS AMAZON NEXT 33.28% 12.23% 9.00% ROLLER BLINDS DIRECT 7.49% 5.06% 4.70% 4.16% 3.36% 2.65% 2.28% BLINDS 4 UK THE RANGE ENGLISH BLINDS 2.18% 1.70% 1.22% B&Q ORDER BLINDS BLINDS DIRECT 0.63% 0.65% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 - - +3 -1 +2 -1 +5 +23 +1 +2 +5 +11 -1 15 -1 -2 26.46% 10.58% 8.79% 8.94% 2.91% 4.54% 4.01% 1.80% 0.50% 0.35% 2.67% 0.97% 0.38% 0.09% 1.02% OCT 21 CLICK SHARE MAR 21 CLICK SHARE ROLLER We're rolling all over the place in the Roller category with little movement at the top but changes in position for every other brand. An impressive arrival of Roller Blinds Direct who are up 11 positions and a SOV increase by 1.93%.
  • 14.
    14 HILLARYS SWIFT DIRECT BLINDS AMAZON BLINDS2GO DUNELM BLINDS 4 UK IKEA HOMEBASE 24.53% 12.64% 9.45% JOHN LEWIS 9.27% 9.12% 5.91% 4.15% 3.78% 2.53% 2.36% WAYFAIR ARGOS MAKE MY BLINDS 1.71% 1.33% 1.32% ORDER BLINDS BLINDS DIRECT 247 BLINDS 0.95% 1.24% +13 -4 -3 +2 +1 +31 -1 +14 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 +3 +1 - +3 -1 -1 - 8.40% 9.04% 7.30% 5.13% 0.57% 10.78% 0.39% 3.89% 3.14% 0.04% 1.32% 2.79% 1.96% 0.74% 1.76% OCT 21 CLICK SHARE MAR 21 CLICK SHARE VOILE Dunelm has been knocked out of the top 5, 247 Blinds has been kicked to the curb, it's all change for Voile curtains. Newcomers Blinds 4 UK, Hillarys and John Lewis all make huge gains for this on-trend category.
  • 15.
    15 MAKE MY BLINDS HILLARYS DUNELM 247BLINDS NEXT UNBEATABLE BLINDS BLINDS DIRECT BLINDS 2GO SWIFT DIRECT BLINDS 26.78% 13.20% 11.11% TERRY'S FABRICS 7.12% 6.03% 5.46% 5.06% 4.87% 3.11% 2.37% BLINDS DIRECT BLINDS 4 UK DOT COM BLINDS 2.33% 2.19% 1.63% ENGLISH BLINDS WOODEN BLINDS DIRECT 0.83% 0.68% -4 +1 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 +2 +3 +48 -3 +6 -4 -1 +1 -2 -2 - +1 -2 9.93% 5.76% 6.13% 1.03% 14.98% 12.14% 4.99% 3.31% 4.07% 3.60% 0.51% 0.02% 0.97% 0.40% 0.51% OCT 21 CLICK SHARE MAR 21 CLICK SHARE MADE TO MEASURE Let's take a moment to recognise Dot Com Blinds' 48 position gain from Spring 2021, soaring into position 12 with a 2.19% click share of the highly competitive 'made to measure' space.
  • 16.
    16 ARGOS BLINDS 2GO 247 BLINDS DUNELM HILLARYS BLINDSDIRECT SWIFT DIRECT BLINDS AMAZON B&Q 26.36% 16.03% 10.68% NEXT 6.31% 5.47% 5.15% 3.52% 3.50% 2.96% 2.92% VELUX BLINDS DIRECT MAKE MY BLINDS ROOF BLINDS 1.57% 1.20% 0.85% VELUX ORDER BLINDS 0.82% 0.79% -1 +1 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 +1 +3 +1 - - - -1 - +5 -2 +99 +4 +6 26.25% 15.60% 8.06% 8.14% 3.17% 6.42% 3.37% 2.77% 0.01% 0.71% 1.46% 1.01% 0.59% 0.1.39% 0.38% OCT 21 CLICK SHARE MAR 21 CLICK SHARE BLACKOUT Big name retailers dominate the blackout blinds category with Dunelm, Argos, Amazon and Next making the cut. Smaller retailers have been able to establish higher % SOV in the last six months but many fail to hit double digits.
  • 17.
  • 18.
    18 ALL CURTAINS THERANGE NEXT AMAZON DUNELM CURTAINS 2GO WAYFAIR CURTAINS CURTAINS CURTAINS ARGOS TERRY'S FABRICS 19.29% 8.27% 6.00% IKEA 3.80% 3.37% 7.23% 1.48% 2.82% 7.98% 1.86% VOILA VOILE HILLARYS MATALAN 1.25% 1.91% 2.32% JOHN LEWIS 0.15% 0.03% SHAWS DIRECT -2 +2 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 +2 - - +2 +25 +55 +2 +7 - -6 +4 -1 -3 23.09% 9.93% 8.46% 7.20% 6.49% 5.12% 5.07% 4.97% 3.53% 2.57% 1.81% 1.79% 1.67% 1.39% 1.32% OCT 21 CLICK SHARE MAR 21 CLICK SHARE The curtain hasn't fallen on Dunelm and Next's lead of this extremely competitive industry. There has been, however, plenty of movement with impressive gains from the likes of Shaws Direct, Curtains Curtains Curtains and Voila Voile. Similarly, declines from the likes of Terry's Fabrics and Matalan...
  • 19.
    19 CURTAINS 2GO DUNELM JOHN LEWIS CURTAINSMADE FOR FREE 247 CURTAINS NEXT NET CURTAINS DIRECT 13.51% 5.13% 2.84% WOODYATT CURTAINS 3.57% 12.04% 7.53% 1.15% 3.54% 2.98% CUSTOM CURTAINS JANE CLAYTON HILLARYS 0.03% 3.86% 0.67% VOILA VOILE JUST FABRICS 4.52% 0.55% 5.88% -4 +8 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 - +4 -4 -5 CURTAINS CURTAINS CURTAINS +3 TERRY'S FABRICS -1 +4 - - - -8 - 18.04% 16.27% 13.16% 7.11% 5.79% 5.04% 3.86% 2.99% 2.92% 2.65% 2.52% 2.05% 2.01% 0.5% 6.48% +56 OCT 21 CLICK SHARE MAR 21 CLICK SHARE MADE TO MEASURE How are things measuring up for made to measure? It's an eclectic mix of designers, multiline retailers and specialist retailers all vying for space in the SERPs.
  • 20.
    20 IKEA THE RANGE NEXT DUNELM AMAZON ARGOS TERRY'S FABRICS JOHNLEWIS WAYFAIR 32.16% 8.85% 9.68% ASDA 7.69% 3.11% 4.79% 14.05% 1.78% 7.01% 2.38% M&S VERY CURTAINS 2GO 1.32% 0.26% 0.51% TONY'S TEXTILES 0.64% 0.15% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 - +1 -5 +2 +2 - -2 - +3 +1 -3 -1 CURTAINS CURTAINS CURTAINS - +3 +7 33.01% 13.40% 12.36% 8.49% 8.08% 6.64% 5.62% 2.83% 2.21% 0.73% 0.53% 0.39% 0.35% 0.22% 0.15% OCT 21 CLICK SHARE MAR 21 CLICK SHARE BLACKOUT Despite The Range's valiant efforts to increase SOV by 4.55% over the last six months, Dunelm have a huge 13.4% lead, dominating the market with 33% click share!
  • 21.
    21 TERRY'S FABRICS VOILA VOILE AMAZON DUNELM NEXT ARGOS JOHNLEWIS CURTAINS 2GO 27.19% 0.59% 9.59% NET CURTAINS DIRECT 9.04% 7.37% 0.01% 0.45% 0.24% 2.14% 7.21% TONY'S TEXTILES CURTAINS DIRECT 2U CURTAINS CURTAINS CURTAINS 1.19% 0.40% 1.30% WAYFAIR 247 CURTAINS THE RANGE 16.23% 2.30% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 - +12 -7 - -1 -4 - - - -3 -13 28.74% 13.58% 11.77% 11.03% 5.99% 3.22% 2.43% 2.42% 2.29% 1.94% 1.26% 1.01% 0.99% 0.67% 0.69% +55 +10 +15 +6 OCT 21 CLICK SHARE MAR 21 CLICK SHARE VOILE The only category featured in this report with four brands obtaining a double-digit click share! This more evenly-spaced product category features brand star, Voila Voile and brand 'sunsetter', Tony's Textiles.
  • 22.
    FUSION UNLIMITED 2021 Next up, we'relooking at keywords. We've reviewed each of the 1,000+ keywords used to calculate the brand SOV rankings in the last section to see which have seen the biggest changes in the past 6 months. We've analysed the year-on-year volumes of each to identify the winners and losers, based on surges and drops in their monthly search volumes. HIDDEN GEMS KEYWORD OPPORTUNTIES 22 *monthly data gathered through ahrefs
  • 23.
    KEYWORD WINNERS BURGUNDY CURTAINS BLUSHCURTAINS NAVY CURTAINS WHITE ROLLER BLINDS WHITE CURTAINS PERFECT FIT VENETIAN BLINDS CRUSHED VELVET CURTAINS MUSTARD CURTAINS KEYWORD LEAF CURTAINS FLORAL CURTAINS BAMBOO ROLLER BLINDS VELVET CURTAINS White roller blinds term is up 256% over the last six months. SIMPLICITY IS KEY % CHANGE +256% 3200 +213% +186% LILAC CURTAINS +160% +160% +121% +119% +118% +113% +108% +100% +92% +85% MAUVE CURTAINS +250% +224% 2100 3600 15000 18000 1300 2600 3100 9200 8500 1700 2500 1800 2500 10000 FUSION UNLIMITED 2021 Despite the the top spot being a blinds- based keyword, a whopping 73% of the keyword winners feature curtains. CURTAIN CALL 23 FAUX WOOD VENETIAN BLINDS NEW VOLUME P/M
  • 24.
    FUSION UNLIMITED 2021 DARK GREEN CURTAINS NEWVOLUME P/M READY MADE CURTAINS KEYWORD LOSERS Huge drops for the likes of pleated and lace curtains, is the UK looking for more fuss-free design? FUSS NO MORE 24 PLEATED CURTAINS ALUMINIUM VELUX BLINDS LACE CURTAINS BLACK CURTAINS OCHRE CURTAINS READY MADE ROLLER BLINDS VENETIAN BLINDS KEYWORD % CHANGE -68% 80 -32% -24% BLACKOUT VERTICAL BLINDS -22% -18% -17% -9% -8% -6% -5% 19000 49000 1100 3000 30000 1400 1400 1300 1500 Darker curtain colours have all taken a hit over the last six months with seaonality no doubt playing a part in changing desired style and colour palettes. SEEKING THE LIGHT
  • 25.
    This insight andresults used in this report have been generated through Natural Edge™, our proprietary share-of-voice software. Natural Edge™, developed here at Fusion Unlimited HQ, was built to help brands gain greater visibility in local search. Taking any keyword from any sector, Natural Edge™ scans and analyses local search results with a nationwide lens, enabling you to discover your position for any search term in any location in the UK and unlock the full potential of your online strategy. It‘s already helped brands such as Halfords, Q-Park and Vertu Motors to shape their strategy. If you'd like to see what it could do for you, get in touch with the team for a complimentary audit. THE SECRET BEHIND THE INSIGHT POWERED BY NATURAL EDGE FUSION UNLIMITED 2021 25
  • 26.
    Would you likeus to shed more light on this? I'd welcome you to get in touch if you have any questions or clarifications. The Curtains & Blinds retail space is full of opportunity when it comes to keywords. But there’s more to consider than just the low-hanging fruit we've mentioned in this report. The highly competitive terms are harder to acquire but worth the battle. Do you want to find out a little bit more about your own performance? Get in touch and we will delve a little deeper to show exactly how you fared in more detail. THANK YOU REQUEST YOUR FREE AUDIT TODAY CAB@FUSIONUNLIMITED.CO.UK OR HELLO@FUSIONUNLIMITED.CO.UK 26 FUSION UNLIMITED 2021
  • 27.
    FULL BRAND TABLE:TOP 50 27 2 5 6 8 9 BLINDS 2GO NEXT AMAZON DUNELM THE RANGE ARGOS CURTAINS 2GO CURTAINS CURTAINS CURTAINS HILLARYS 1 3 4 7 10 247 BLINDS - - - +2 +1 +2 +13 +2 +1 +4 24.99% 7.83% 6.00% 4.65% 4.62% 4.52% 3.88% 3.53% 3.50% 2.99% TERRY'S FABRICS 11 2.95% -9 12 13 14 15 16 BLINDS DIRECT IKEA ROMAN BLINDS DIRECT WAYFAIR SWIFT BLINDS DIRECT -7 -1 +5 +7 +2 2.81% 2.23% 1.88% 1.67% 1.51% 17 18 JOHN LEWIS SHAWS DIRECT VOILA VOILE 19 +6 +24 1.42% 1.00% 0.94% 21 - - 23 MATALAN NET CURTAINS DIRECT WOODYATT CURTAINS B&Q MAKE MY BLINDS ASDA 20 22 24 ROLLER BLINDS DIRECT -8 +8 +2 +4 +7 -5 0.85% 0.67% 0.67% 0.55% 0.55% 0.51% 0.50% 247 CURTAINS 25 0.46% -5 26 27 28 29 30 CURTAINS DIRECT 2U ENGLISH BLINDS B&M STORES UNBEATABLE BLINDS TONY'S TEXTILES -10 +4 0.45% 0.38% 0.37% 0.35% 0.31% M&S 32 33 33 0.21% 0.20% 0.20% CHEAPEST BLINDS BLINDS DIRECT ONLINE 38 39 40 0.13% 0.12% 0.11% HARRY CORRY 34 35 0.19% 0.17% VERY JUST FABRICS 35 36 37 - 0.17% 0.16% 0.14% 0.14% DOTCOM BLINDS CURTAINS MADE FOR FREE 38 0.13% GLASSWELLS 0.10% 0.10% DEBENHAMS POWERED BLINDS 41 0.10% STUDIO ORDER BLINDS LA REDOUTE CLOSS & HAMBLIN WOODEN BLINDS DIRECT BLINDS4UK 0.26% 0.26% CURTAIN SHOP 31 - 42 43 -2 -16 -2 +8 +4 +5 -2 +2 -3 -8 -12 +3
  • 28.
    FUSION UNLIMITED WHITE ROSEHOUSE 8 OTLEY ROAD HEADINGLEY LS6 2AD HELLO@FUSIONUNLIMITED.CO.UK HELLO@FUSIONUNLIMITED.CO.UK