Brandwave

Briggs & Riley vs Rimowa:Which is more popular?

In September 2026, Rimowa had more branded searches than Briggs & Riley among luggage brands in Australia. Rimowa had about 22,200 branded searches, while Briggs & Riley had 1,600. Rimowa made up 22.6% of all luggage brand searches we track, and Briggs & Riley accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about luggage brands, Rimowa appeared in two of the five answers and Briggs & Riley in one. Briggs & Riley and Rimowa were each mentioned first in one of the two answers that named either.

Among luggage brands in Australia in September 2026

Who do people search for more?

Rimowa, about 14 searches for every 1 for Briggs & Riley

Rimowa 22.2K searchesBriggs & Riley 1.6K searches

Who does AI mention more?

Rimowa, mentioned in 2 of 5 answers, Briggs & Riley in 1

Rimowa in 2 of 5Briggs & Riley in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Briggs & Riley first in 1Rimowa first in 1

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Top luggage brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Rimowa was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the 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 and Rimowa were each listed first in one of the two answers that named either.

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.

Is Briggs & Riley or Rimowa more popular in search?

This chart shows how often people search Google for Briggs & Riley and Rimowa by name. Each line represents a brand's share of searches for all 13 luggage brands we track, month by month, from searches in Australia.

Briggs & Riley and Rimowa among luggage brands in Australia, by month

Share of searches by month for Rimowa, 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%

How has the Briggs & Riley and Rimowa comparison changed over the last 12 months?

3 findings
  • Rimowa was ahead of Briggs & Riley in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Briggs & Riley’s share of searches among luggage brands in Australia moved from 1.2% to 1.6%, and its estimated monthly branded searches moved from 1.3K to 1.6K.
  • Across the 12 months ending September 2026, Rimowa’s share of searches among luggage brands in Australia moved from 25.5% to 22.6%, and its estimated monthly branded searches moved from 27.1K to 22.2K.

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

2 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, Briggs & Riley rose from 9th to 8th among luggage brands in Australia.

How are branded searches counted?

2 search terms

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

Briggs & Riley

1 branded search term

  • briggs and riley

Rimowa

1 branded search term

  • rimowa

How the Brand Demand Index is measured

Other head-to-heads among luggage brands

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