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Press release · WCRC Intelligence Unit · Home & Living · Most Trusted D2C Brands 2026

Koala leads WCRC's 2026 D2C home table as risk-free trials sell mattresses online in three markets

A WCRC analysis of 36 home and living brands across its India, America and Australia & New Zealand Most Trusted D2C rankings finds that trials and guarantees turned big-ticket home buys into online purchases.

By WCRC Intelligence Unit · Published 13 November 2026 · For immediate release
Home & Living: WCRC Most Trusted D2C Brands 2026 industry analysis cover

13 November 2026. Koala is the most trusted direct-to-consumer home and living brand across WCRC's three 2026 Most Trusted D2C rankings, with a WCRC D2C Trust Score of 85.31. It ranks #6 in Australia & New Zealand's Most Trusted D2C Brands 2026.

The analysis, published today by the WCRC Intelligence Unit, brings together 36 home and living brands: 13 from India's Most Trusted D2C Brands 2026, 13 from America's Most Trusted D2C Brands 2026 and 10 from Australia & New Zealand's Most Trusted D2C Brands 2026.

The top four are Koala (85.31, ANZ #6), Temple & Webster (82.98, ANZ #14), Atomberg (82.74, India #7) and Wakefit (82.28, India #9). Lovesac (77.56, US #44) is the most trusted American home brand.

Mattresses are the industry's proving ground. Koala built its name selling a mattress in a box, Wakefit offers a 100-night trial, and The Sleep Company, Sleepycat, Purple and Sleep Number all rank, each backed by home trials or warranties.

Adairs is the only owner with three ranked brands: Adairs (79.04), Mocka (70.28) and Focus on Furniture (68.64). Adairs has traded since 1918, making it the oldest brand in the group.

“Nobody wants to buy a mattress or a sofa they cannot try. The brands that lead this table took that risk off the buyer with long trials, clear warranties and products that pay for themselves. That is how they made big home purchases feel safe online.”

WCRC Intelligence Unit

The leaders in each ranking

  • India Most Trusted D2CAtomberg #7 · 82.74
  • US Most Trusted D2CLovesac #44 · 77.56
  • ANZ Most Trusted D2CKoala #6 · 85.31

Read the full report: all 36 brands

Notes to editors

  • The analysis covers India's Most Trusted D2C Brands 2026 (13 brands); America's Most Trusted D2C Brands 2026 (13 brands); Australia & New Zealand's Most Trusted D2C Brands 2026 (10 brands).
  • Revenue figures are as per company filings for the latest available financial year.
  • Only brands whose owners publish financial results were considered for these rankings.
  • Ranked brands may licence their WCRC badge for marketing use. Contact consulting@wcrcint.com.

About WCRC. WCRC (World Centre for Research and Consulting) is an independent research and consulting organisation. It publishes brand rankings including the World's Most Powerful 100 Brands, regional and national Most Powerful 100 Brands rankings, and national Most Trusted D2C Brands rankings, through its sites wcrcint.com, wcrcleaders.com and mostvaluablebrands.com. The WCRC Intelligence Unit publishes research briefings and industry analysis.

Media contact. WCRC Intelligence Unit, consulting@wcrcint.com

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Disclaimers

  1. Who was considered. Only brands whose owners publish financial results were considered for the underlying rankings. Brands that do not publish their financials have not been assessed or ranked. Not being in this analysis says nothing about a brand's quality.
  2. Source of every fact. This analysis uses only the facts published in WCRC's 2026 rankings named on this page, each checked twice against independent public sources. Scores, ranks and facts are as published in those rankings.
  3. Comparing scores. Brands from different rankings in the same family share one scoring method, so their scores can be read side by side. Scores marked provisional are WCRC desk assessments awaiting validation by the WCRC Business Intelligence Unit.
  4. Independent opinion. This analysis is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand.
  5. Not a valuation or advice. Scores measure brand strength. They are not a financial valuation, and nothing here is investment, financial or purchasing advice.
  6. Revenue. Revenue is shown as per company filings for the latest available financial year. Where only group revenue is published, the group figure is shown and labelled. WCRC has not audited any figure.
  7. Trademarks. Brand names and trademarks belong to their owners and are used here for identification only. Their use does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use their WCRC badge only as provided, unaltered and linked to their ranking page. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. WCRC's scoring methods are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.