The D2C home trust table: try it, keep it
36 brands. 3 rankings. Australia leads the top, India supplies the energy-saving fan, and America's largest names are under pressure.
“The best guarantee in home goods is a free return that nobody needs to use.”
WCRC Intelligence Unit
The finding that frames the industry
Across WCRC's three 2026 Most Trusted D2C rankings, 36 brands come from home and living. They average a D2C Trust Score of 73.87. The 10 Australian and New Zealand brands average 75.74, while the 13 Indian and 13 American brands both average 73.15.
The group mixes century-old retailers with young online brands. Adairs dates from 1918, Beacon Lighting from 1967 and Nick Scali from 1962, while Nuuk was founded in 2022. The median founding year is 2012.
Koala at the top: what the leader proves
Koala's 85.31 is the highest home score in any of the three rankings. It built its name selling a mattress in a box directly to shoppers, then grew sales in every market in FY2026, with revenue up 20% to A$332.3M. It listed on the ASX in 2026.
The lesson is that a simple, risk-free first purchase can grow into a full home brand. The weakness is cost: Koala made statutory losses in FY2024 and FY2025 and spends around 20% of its revenue on marketing.
India: products that prove themselves
Atomberg (82.74) is the most trusted Indian home brand. Its fans cut power bills by up to 65%, a promise customers can check on their electricity bills, and operating revenue reached ₹958 Cr in FY25. Wakefit (82.28) gave buyers the confidence to buy a mattress online with a 100-night trial and published sleep research, and its revenue was ₹1,489 Cr in FY26.
Purpose matters too. The Indus Valley (77.06) sells non-toxic cookware to health-conscious families, and Phool (76.28) turns temple flowers into products while employing women. HomeLane (71.94) brought fixed timelines and warranties to home interiors, and celebrity chef Sanjeev Kapoor co-founded Wonderchef (74.68).
Australia: listed retailers with their own ranges
Temple & Webster (82.98) has traded online since 2011, and exclusive products made up 51% of its record FY2026 revenue of A$664.6M. Beacon Lighting (79.82) sells mostly its own Australian-designed range. Nick Scali (78.16) has sold furniture for more than 60 years.
Adairs owns three ranked brands. Adairs itself (79.04) sells online and in stores, Mocka (70.28) grew sales 22.9% in FY2026, and Focus on Furniture (68.64) saw sales fall 5.6%. Dusk (74.92) grew its rewards program to a record 768,000 members.
America: big names, heavy pressure
Lovesac (77.56) leads the American group with washable, swappable covers and modular sofas that buyers can rearrange or repair instead of replacing. Arhaus (77.22) sources from artisan makers. Wayfair (76.58) is the largest business in the group, with net revenue of $12,457M in FY2025.
Many American home brands are shrinking. Solo Stove's sales fell 43.8% in FY2025, Sleep Number's fell 16%, Bed Bath & Beyond's fell 25% and Offerpad's fell 38%. Grove Collaborative, a certified B Corp, has seen revenue decline for several years.
Where the industry is exposed
Big-ticket home purchases depend on the housing market and consumer confidence, and that shows across the table. Adairs booked a A$63.5M impairment on Focus on Furniture. Nick Scali's UK business lost A$4.8M. Wayfair lost $313M in 2025, and Opendoor and Offerpad are exposed to the housing cycle. In India, Pepperfry still reports losses, and Wakefit's move into furniture and stores adds complexity to a once-simple promise.
Five things that will define the industry
- Whether Koala turns faster growth into steady profit after its 2026 listing.
- How Atomberg's move into kitchen appliances tests the trust it built with fans.
- Whether Adairs can fix Focus on Furniture while growing Mocka.
- Which American home brands recover when the housing market turns.
- Whether Wakefit keeps its simple mattress promise as it grows into furniture and stores.
The groups behind the badges
- Adairs Ltd: 3 ranked brands (Adairs, Mocka, Focus on Furniture)
The combined table: all 36 brands by score
| # | Brand | India | US | ANZ | Score |
|---|---|---|---|---|---|
| 01 | Koala | — | — | #6 | 85.31P |
| 02 | Temple & Webster | — | — | #14 | 82.98P |
| 03 | Atomberg | #7 | — | — | 82.74P |
| 04 | Wakefit | #9 | — | — | 82.28P |
| 05 | Beacon Lighting | — | — | #31 | 79.82P |
| 06 | Adairs | — | — | #34 | 79.04P |
| 07 | Nick Scali | — | — | #40 | 78.16P |
| 08 | Lovesac | — | #44 | — | 77.56P |
| 09 | The Sleep Company | #28 | — | — | 77.46P |
| 10 | Arhaus | — | #46 | — | 77.22P |
| 11 | The Indus Valley | #32 | — | — | 77.06P |
| 12 | Solo Stove | — | #47 | — | 76.74P |
| 13 | Wayfair | — | #49 | — | 76.58P |
| 14 | Phool | #41 | — | — | 76.28P |
| 15 | Sleep Number | — | #52 | — | 76.26P |
| 16 | Dusk | — | — | #60 | 74.92P |
| 17 | Grove Collaborative | — | #64 | — | 74.70P |
| 18 | Wonderchef | #53 | — | — | 74.68P |
| 19 | 1-800-Flowers.com | — | #65 | — | 74.60P |
| 20 | Purple | — | #67 | — | 74.26P |
| 21 | HomeLane | #70 | — | — | 71.94P |
| 22 | Seed & Sprout | — | — | #74 | 71.70P |
| 23 | Pepperfry | #72 | — | — | 71.48P |
| 24 | DailyObjects | #74 | — | — | 71.08P |
| 25 | Vivint | — | #84 | — | 70.94P |
| 26 | Mocka | — | — | #84 | 70.28P |
| 27 | Furlenco | #78 | — | — | 70.00P |
| 28 | Sleepycat | #80 | — | — | 69.80P |
| 29 | Focus on Furniture | — | — | #89 | 68.64P |
| 30 | Angi | — | #91 | — | 68.58P |
| 31 | Opendoor | — | #92 | — | 68.58P |
| 32 | Bed Bath & Beyond | — | #94 | — | 67.76P |
| 33 | Offerpad | — | #96 | — | 67.12P |
| 34 | Teeny Tiny Homes | — | — | #94 | 66.54P |
| 35 | Lifelong | #96 | — | — | 63.10P |
| 36 | Nuuk | #97 | — | — | 63.06P |
P Provisional score. Unmarked scores are published scores carried over from the World's Most Powerful 100 Brands 2026 or validated by WCRC.
The industry in full, ranking by ranking
India's Most Trusted D2C Brands 2026
13 Home & Living brands. See the full ranking
| Rank | Brand | Owner | Founded | Score | Latest revenue (as per company filings) |
|---|---|---|---|---|---|
| #007 | Atomberg | Atomberg Technologies Pvt Ltd | 2012 | 82.74P | ₹958 Cr operating revenue (FY25) |
| #009 | Wakefit | Wakefit Innovations Ltd | 2016 | 82.28P | ₹1,489 Cr revenue (FY26), Wakefit Innovations |
| #028 | The Sleep Company | The Sleep Company | 2019 | 77.46P | ₹499 Cr revenue (FY25) |
| #032 | The Indus Valley | The Indus Valley | 2017 | 77.06P | ₹117 Cr FY25 |
| #041 | Phool | Kanpur Flowercycling | 2017 | 76.28P | ₹77 Cr FY25 |
| #053 | Wonderchef | Wonderchef Home Appliances | 2009 | 74.68P | ₹421 Cr revenue (FY25) |
| #070 | HomeLane | HomeLane | 2014 | 71.94P | ₹748 Cr revenue (FY25) |
| #072 | Pepperfry | Trendsutra Platform Services | 2012 | 71.48P | ₹189 Cr revenue (FY24, latest reported) |
| #074 | DailyObjects | DailyObjects | 2012 | 71.08P | ₹110 Cr revenue (FY25) |
| #078 | Furlenco | House of Kieraya | 2012 | 70.00P | ₹229 Cr revenue (FY25) |
| #080 | Sleepycat | Sleepycat | 2017 | 69.80P | ₹98 Cr revenue (FY25) |
| #096 | Lifelong | Lifelong Online Retail | 2014 | 63.10P | ₹540.5 Cr revenue (FY25), Lifelong Online Retail |
| #097 | Nuuk | Nuuklife Consumer Pvt Ltd | 2022 | 63.06P | ₹16 Cr FY25 |
America's Most Trusted D2C Brands 2026
13 Home & Living brands. See the full ranking
| Rank | Brand | Owner | Founded | Score | Latest revenue (as per company filings) |
|---|---|---|---|---|---|
| #044 | Lovesac | The Lovesac Company | 1995 | 77.56P | $697.1M net sales (FY2026, ended Feb 2026) |
| #046 | Arhaus | Arhaus Inc. | 1986 | 77.22P | $1,379.2M net revenue (FY2025) |
| #047 | Solo Stove | Solo Brands, Inc. | 2011 | 76.74P | $167.2M Solo Stove net sales (FY2025, down 43.8%) |
| #049 | Wayfair | Wayfair Inc. | 2002 | 76.58P | $12,457M net revenue (FY2025, up 5.1%) |
| #052 | Sleep Number | Sleep Number Corporation | 1987 | 76.26P | $1,411.5M net sales (FY2025, 53 weeks ended Jan 3, 2026) |
| #064 | Grove Collaborative | Grove Collaborative Holdings, Inc. | 2012 | 74.70P | $173.7M revenue (FY2025, down 14.6%) |
| #065 | 1-800-Flowers.com | 1-800-FLOWERS.COM Inc. | 1976 | 74.60P | $1,503.5M total net revenues (FY2026, ended Jun 2026) |
| #067 | Purple | Purple Innovation, Inc. | 2015 | 74.26P | $468.7M net revenue (FY2025, down 3.9%) |
| #084 | Vivint | NRG Energy, Inc. | 1999 | 70.94P | $2,144M Vivint Smart Home segment revenue (FY2025) |
| #091 | Angi | Angi Inc. | 1995 | 68.58P | $1,030.5M total revenue (FY2025) |
| #092 | Opendoor | Opendoor Technologies Inc. | 2014 | 68.58P | $4,371M revenue (FY2025, down from $5,153M) |
| #094 | Bed Bath & Beyond | Bed Bath & Beyond Inc. | 1999 | 67.76P | $1,044.6M net revenue (FY2025) |
| #096 | Offerpad | Offerpad Solutions Inc. | 2015 | 67.12P | $567.8M revenue (FY2025; down from $918.8M in FY2024) |
Australia & New Zealand's Most Trusted D2C Brands 2026
10 Home & Living brands. See the full ranking
| Rank | Brand | Owner | Founded | Score | Latest revenue (as per company filings) |
|---|---|---|---|---|---|
| #006 | Koala | listed in 2026 | 2015 | 85.31P | A$332.3M revenue (FY2026, year ended 30 Jun 2026) |
| #014 | Temple & Webster | Temple & Webster Group Ltd | 2011 | 82.98P | A$664.6M revenue (FY2026, year ended 30 Jun 2026) |
| #031 | Beacon Lighting | Beacon Lighting Group Ltd | 1967 | 79.82P | A$340.0M sales (FY2026, 52 weeks ended 28 Jun 2026) |
| #034 | Adairs | Adairs Ltd | 1918 | 79.04P | A$459.2M Adairs brand sales (FY2026, 52 weeks ended 28 Jun 2026) |
| #040 | Nick Scali | Nick Scali Ltd | 1962 | 78.16P | A$516.7M group revenue (FY2026, year ended 30 Jun 2026; ANZ A$476.7M and UK A$40.0M) |
| #060 | Dusk | Dusk Group Ltd | 2000 | 74.92P | A$148.9M sales (FY2026, year ended 28 Jun 2026) |
| #074 | Seed & Sprout | Private | 2016 | 71.70P | A$27.5M revenue (FY2026) |
| #084 | Mocka | Adairs Ltd | 2007 | 70.28P | A$71.2M Mocka sales (FY2026, year ended 28 Jun 2026, a segment of Adairs) |
| #089 | Focus on Furniture | Adairs Ltd | — | 68.64P | A$111.3M sales (FY2026, 52 weeks ended 28 Jun 2026) |
| #094 | Teeny Tiny Homes | Private, Australian-owned | 2016 | 66.54P | A$11.6M revenue (FY2026) |
Questions people ask
- What is the most trusted D2C home brand in 2026?
- Koala, with a WCRC D2C Trust Score of 85.31. It ranks #6 in Australia & New Zealand's Most Trusted D2C Brands 2026.
- What is the most trusted Indian D2C home brand?
- Atomberg, with a score of 82.74 (#7 in India's Most Trusted D2C Brands 2026).
- What is the most trusted American D2C home brand?
- Lovesac, with a score of 77.56 (#44 in America's Most Trusted D2C Brands 2026).
- How many home and living brands are in WCRC's 2026 Most Trusted D2C rankings?
- 36: 13 in India's ranking, 13 in America's and 10 in Australia & New Zealand's.
- Which owner holds the most trusted home brands?
- Adairs Ltd, with three: Adairs, Mocka and Focus on Furniture.
Methodology in brief
This analysis groups every brand from WCRC's Most Trusted D2C Brands rankings of 2026 into newsroom industries and compares them on the scores, ranks and facts published in those rankings. The WCRC D2C Trust Score rates each brand from 0 to 100 across seven pillars led by Consumer Trust and Sentiment, Brand Recall, Brand Positioning and Brand Love. The detailed methodology is available on request.
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.
© 2026 World Centre for Research and Consulting (WCRC). This article may be quoted with attribution to WCRC and a link to this page.