Brandwave

How popular isTumi?

In September 2026, people searched for Tumi by name about 3,600 times in Australia, an 18.2% decrease from the previous year. These searches made up 3.7% of all Australia luggage brand searches, placing Tumi seventh out of 13 brands. When we asked both ChatGPT and Google AI Overviews about luggage brands, Tumi did not appear in any of the answers.

Search and AI answers in September 2026

Tumi is the seventh most searched of 13 competitors and not listed in any AI answer.

  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. TumiShare of searches 3.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+8 more

Tumi website (opens in a new tab)

Follow Tumi and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top luggage brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Tumi did not appear in any of the five answers.

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 Tumi?

Tumi against luggage brands in Australia, by month

Share of searches by month for July, Rimowa, Samsonite, Antler, American Tourister, Tosca, Tumi. 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 Tumi and its closest rivals

Every comparison with Tumi

12 comparisons

How has branded search demand for Tumi changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Tumi in Australia fell from 4.4K to 3.6K.
  • Across the 12 months ending September 2026, Tumi fell from 6th to 7th 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 Tumi’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Tumi’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.

  • tumi

Do you work for Tumi? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Tumi your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free