Brandwave

How popular isBriggs & Riley?

In September 2026, people searched for Briggs & Riley by name about 1,600 times in Australia, a 23.1% increase from the previous year. These searches made up 1.6% of all Australia luggage brand searches, placing Briggs & Riley eighth out of 13 brands. When we asked both ChatGPT and Google AI Overviews about luggage brands, Briggs & Riley appeared in one of the five answers and was the sixth most recommended of the 13.

Search and AI answers in September 2026

Briggs & Riley is the eighth most searched of 13 competitors and the sixth most recommended in AI answers.

  1. JulyShare of searches 22.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  2. RimowaShare of searches 22.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  3. SamsoniteShare of searches 18.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. AntlerShare of searches 15.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. Briggs & RileyShare of searches 1.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th

+8 more

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Top luggage brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Briggs & Riley was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Briggs & Riley is the sixth most recommended of the 13.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Samsonite1st
  2. Antler2nd
  3. American Tourister3rd
  4. July4th
  5. Rimowa5th
  6. Briggs & Riley6th
  7. Tosca–
  8. Tumi–
  9. Delsey–
  10. Away–
  11. +3 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Samsonite5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Antler5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • American Tourister4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • July3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rimowa2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Briggs & Riley1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tosca0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tumi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Delsey0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Away0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about luggage brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which luggage brands compete with Briggs & Riley?

Briggs & Riley against luggage brands in Australia, by month

Share of searches by month for July, Rimowa, Samsonite, Antler, American Tourister, Tosca, Tumi, Briggs & Riley. The figures are in the table below the chart.

View monthly share of searches table
MonthJulyRimowaSamsoniteAntlerAmerican TouristerToscaTumiBriggs & RileyDelseyAwayBÉISMonosCalpak
Oct 202525.5%25.5%17%11.4%7.6%2.7%4.1%1.2%1.5%0.94%0.68%1.2%0.45%
Nov 202524.6%20.1%20.1%13.5%9%2.2%4%1.5%1.5%1.5%0.79%1.2%0.36%
Dec 202522%22%22%12%8%2.9%4.4%1.5%1.5%1.1%0.81%1.1%0.48%
Jan 202620%24.4%20%13.3%8.9%2.6%4%1.7%1.4%0.9%0.9%1.2%0.65%
Feb 202632.3%21.7%14.4%11.8%6.4%2.8%4.3%1.3%1.6%0.98%0.7%0.98%0.7%
Mar 202627%22.1%18%12.1%6.6%2.9%4.4%1.6%1.3%1.3%0.88%1.3%0.59%
Apr 202624.4%24.4%16.3%13.3%7.3%3.2%4%1.8%1.4%1.1%1.1%1.1%0.65%
May 202625%25%16.7%13.7%6.1%2.7%4.1%1.5%1.5%1.2%0.81%1.2%0.66%
Jun 202624.2%19.8%19.8%13.2%8.8%3.2%3.9%1.7%1.4%1.2%0.89%1.4%0.53%
Jul 202626.5%21.7%14.5%14.5%6.4%3.5%4.3%1.9%1.3%2.3%1.3%1.3%0.7%
Aug 202625.3%20.7%16.9%13.8%7.6%3.4%4.1%1.8%1.8%1.2%1.8%0.93%0.67%
Sep 202622.6%22.6%18.4%15.1%6.7%3.7%3.7%1.6%1.6%1.3%1%0.9%0.73%

  1. 1.July

    22.6%

    Held 1st. 22.2K estimated branded searches, -18.1% vs prior month. Share -2.7 points.

  2. 2.Rimowa

    22.6%

    Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share +1.9 points.

  3. 3.Samsonite

    18.4%

    Held 3rd. 18.1K estimated branded searches, 0% vs prior month. Share +1.5 points.

  4. 4.Antler

    15.1%

    Held 4th. 14.8K estimated branded searches, 0% vs prior month. Share +1.2 points.

  5. 5.American Tourister

    6.7%

    Held 5th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.8 points.

  6. 6.Tosca

    3.7%

    Moved from 7th to 6th. 3.6K estimated branded searches, 0% vs prior month. Share +0.3 points.

  7. 7.Tumi

    3.7%

    Moved from 6th to 7th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  8. 8.Briggs & Riley

    1.6%

    Moved from 9th to 8th. 1.6K estimated branded searches, -15.8% vs prior month. Share -0.1 points.

  9. 9.Delsey

    1.6%

    Moved from 10th to 9th. 1.6K estimated branded searches, -15.8% vs prior month. Share -0.1 points.

  10. 10.Away

    1.3%

    Moved from 11th to 10th. 1.3K estimated branded searches, 0% vs prior month. Share +0.1 points.

  11. 11.BÉIS

    1%

    Moved from 8th to 11th. 1K estimated branded searches, -47.4% vs prior month. Share -0.8 points.

  12. 12.Monos

    0.9%

    Held 12th. 880 estimated branded searches, -12% vs prior month. Share 0 points.

  13. 13.Calpak

    0.73%

    Held 13th. 720 estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Briggs & Riley and its closest rivals

Every comparison with Briggs & Riley

12 comparisons

How has branded search demand for Briggs & Riley changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Briggs & Riley in Australia rose from 1.3K to 1.6K.
  • Across the 12 months ending September 2026, Briggs & Riley rose from 9th to 8th among luggage brands in Australia.

How did search popularity change for Australia luggage brands in September 2026?

6 changes

  1. In September 2026, Rimowa gained share of searches among luggage brands in Australia, from 20.7% to 22.6%.

  2. In September 2026, Samsonite gained share of searches among luggage brands in Australia, from 16.9% to 18.4%.

  3. In September 2026, Antler gained share of searches among luggage brands in Australia, from 13.8% to 15.1%.

  4. In September 2026, July lost share of searches among luggage brands in Australia, from 25.3% to 22.6%.

  5. In September 2026, American Tourister lost share of searches among luggage brands in Australia, from 7.6% to 6.7%.

  6. In September 2026, BÉIS lost share of searches among luggage brands in Australia, from 1.8% to 1%.

How are Briggs & Riley’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Briggs & Riley’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

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