Brandwave

How popular isBellroy in search?

In August 2026, there were an estimated 274K branded searches for Bellroy worldwide which is up 24.6% over the last 11 months. Bellroy holds 9.6% estimated Share of Search among backpack brands worldwide and is ranked 3rd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. The North Face64%
  2. JanSport23.5%
  3. Bellroy9.6%
  4. Herschel1.4%
  5. Osprey1.4%
Bellroy website (opens in a new tab)

Follow Bellroy 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

Which backpack brands compete with Bellroy?

Bellroy against backpack brands worldwide, by month

Share of Search by month for The North Face, JanSport, Bellroy. The figures are in the table below the chart.

View monthly share of search table
MonthThe North FaceJanSportBellroyHerschelOsprey
Oct 202588.4%4.4%5.8%0.72%0.72%
Nov 202590.9%3%4.9%0.6%0.6%
Dec 202589.1%3.6%5.9%0.72%0.72%
Jan 202688.6%5.3%4.8%0.59%0.72%
Feb 202685.1%7.6%5.7%0.69%0.84%
Mar 202682.4%7.4%8.2%1%1%
Apr 202677.4%8.5%11.6%1.1%1.4%
May 202679%8.7%9.7%1.2%1.4%
Jun 202673.7%12.1%11%1.6%1.6%
Jul 202668%20.4%8.5%1.2%1.8%
Aug 202664%23.5%9.6%1.4%1.4%
Sep 2026—————

  1. 1.The North Face

    64%

    Held 1st. 1.8M estimated branded searches, 0% vs prior month. Share -4 points.

  2. 2.JanSport

    23.5%

    Held 2nd. 673K estimated branded searches, +22.4% vs prior month. Share +3.1 points.

  3. 3.Bellroy

    9.6%

    Held 3rd. 274K estimated branded searches, +19.7% vs prior month. Share +1.1 points.

  4. 4.Herschel

    1.4%

    Moved from 5th to 4th. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.2 points.

  5. 5.Osprey

    1.4%

    Moved from 4th to 5th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

Compare search popularity between Bellroy and its closest rivals

How has branded search demand for Bellroy changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Bellroy worldwide rose from 220K to 274K.
  • Across the 11 months ending August 2026, Bellroy’s estimated Share of Search among backpack brands worldwide increased from 5.8% to 9.6%.
  • Across the 11 months ending August 2026, Bellroy’s estimated Share of Search among backpack brands worldwide peaked at 11.6% in April 2026 and was lowest at 4.8% in January 2026.
  • Across the 11 months ending August 2026, Bellroy fell from 2nd to 3rd among backpack brands worldwide.

How did search popularity change for backpack brands worldwide in August 2026?

  1. In August 2026, JanSport gained estimated Share of Search among backpack brands worldwide, from 20.4% to 23.5%.

  2. In August 2026, Bellroy gained estimated Share of Search among backpack brands worldwide, from 8.5% to 9.6%.

  3. In August 2026, The North Face lost estimated Share of Search among backpack brands worldwide, from 68% to 64%.

  4. In August 2026, Herschel rose from 5th to 4th among backpack brands worldwide.

  5. In August 2026, Osprey fell from 4th to 5th among backpack brands worldwide.

Where does Bellroy compete?

Bellroy is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Backpack brands3rd of 59.6%Shown above
Travel wallet brands2nd of 625.3%Show ranking
Wallet brands2nd of 532.9%Show ranking
Travel backpack brands1st of 547.5%Show ranking
Laptop sleeve brands1st of 670.4%Show ranking

How is Bellroy measured?

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

5 branded search terms

  • bellroy
  • bellroy backpack
  • bellroy com
  • bellroy travel backpack
  • travel backpack bellroy

Do you work for Bellroy? 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 Bellroy 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