How popular isBellroy in search?
In September 2026, there were an estimated 224K branded searches for Bellroy worldwide which held steady over the last 12 months. Bellroy holds 4.2% estimated Share of Search among backpack brands worldwide and is ranked 4th of 7 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Where does Bellroy compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Backpack brands | 4th of 7 | 4.2% | Shown below |
| Wallet brands | 5th of 5 | 9.8% | Show ranking |
| Travel wallet brands | 3rd of 6 | 16.8% | Show ranking |
| Laptop sleeve brands | 2nd of 6 | 34.8% | Show ranking |
| Travel backpack brands | 1st of 5 | 44.2% | Show ranking |
Which backpack brands compete with Bellroy?
Share of Search by month for The North Face, JanSport, Herschel, Bellroy, Osprey. The figures are in the table below the chart.
View monthly share of search table
| Month | The North Face | JanSport | Herschel | Bellroy | Osprey | NOMATIC | Deuter |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 87.3% | 3.9% | 3.2% | 2.9% | 1.9% | 0.61% | 0.26% |
| Nov 2025 | 90.7% | 2.7% | 2.4% | 2.2% | 1.5% | 0.41% | 0.16% |
| Dec 2025 | 88.9% | 3.2% | 2.9% | 2.6% | 1.7% | 0.45% | 0.16% |
| Jan 2026 | 86.3% | 4.8% | 3.5% | 2.6% | 2.1% | 0.58% | 0.23% |
| Feb 2026 | 82.9% | 6.3% | 3.8% | 3.1% | 2.9% | 0.71% | 0.28% |
| Mar 2026 | 77.9% | 7.6% | 5.1% | 4.7% | 3.6% | 0.79% | 0.42% |
| Apr 2026 | 72.7% | 8.8% | 6.4% | 6% | 4.6% | 1% | 0.54% |
| May 2026 | 74.5% | 9% | 5.4% | 5% | 4.7% | 0.84% | 0.46% |
| Jun 2026 | 66.1% | 14.9% | 7.1% | 5.4% | 5.1% | 0.92% | 0.5% |
| Jul 2026 | 57.7% | 26.9% | 6.5% | 4% | 3.9% | 0.58% | 0.43% |
| Aug 2026 | 56.6% | 25.9% | 8.4% | 4.2% | 3.9% | 0.58% | 0.38% |
| Sep 2026 | 76.5% | 8.4% | 5.8% | 4.2% | 3.9% | 0.71% | 0.38% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 76.5% | 4.1M | +11.2% | +20 points | |
| 2, held 2nd | 8.4% | 447K | -73.3% | -17.5 points | |
| 3, held 3rd | 5.8% | 310K | -43% | -2.6 points | |
| 4, held 4th | 4.2% | 224K | -18.3% | 0 points | |
| 5, held 5th | 3.9% | 209K | -18.1% | 0 points | |
| 6, held 6th | 0.71% | 37.8K | 0% | +0.1 points | |
| 7, held 7th | 0.38% | 20.2K | -18.6% | 0 points |
76.5%
Held 1st. 4.1M estimated branded searches, +11.2% vs prior month. Share +20 points.
2.
JanSport8.4%
Held 2nd. 447K estimated branded searches, -73.3% vs prior month. Share -17.5 points.
3.
Herschel5.8%
Held 3rd. 310K estimated branded searches, -43% vs prior month. Share -2.6 points.
4.
Bellroy4.2%
Held 4th. 224K estimated branded searches, -18.3% vs prior month. Share 0 points.
5.
Osprey3.9%
Held 5th. 209K estimated branded searches, -18.1% vs prior month. Share 0 points.
6.
NOMATIC0.71%
Held 6th. 37.8K estimated branded searches, 0% vs prior month. Share +0.1 points.
7.
Deuter0.38%
Held 7th. 20.2K estimated branded searches, -18.6% vs prior month. Share 0 points.
Compare search popularity between Bellroy and its closest rivals
Every comparison with Bellroy
20 comparisons
- Bellroy vs Fossil
- Bellroy vs Herschel
- Bellroy vs JanSport
- Bellroy vs Ridge
- Bellroy vs Secrid
- Bellroy vs The North Face
- Bellroy vs Tumi
- Bellroy vs Osprey
- Bellroy vs Peak Design
- Bellroy vs tomtoc
- Bellroy vs Pacsafe
- Aer vs Bellroy
- Bellroy vs NOMATIC
- Bellroy vs Deuter
- Bellroy vs Case Logic
- Bellroy vs Inateck
- Bellroy vs Tortuga
- Bellroy vs MOSISO
- Bellroy vs Zopp
- Bellroy vs Travelambo
How has branded search demand for Bellroy changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Bellroy worldwide held steady, from 220K to 224K.
- Across the 12 months ending September 2026, Bellroy’s estimated Share of Search among backpack brands worldwide increased from 2.9% to 4.2%.
- Across the 12 months ending September 2026, Bellroy’s estimated Share of Search among backpack brands worldwide peaked at 6% in April 2026 and was lowest at 2.2% in November 2025.
How did search popularity change for backpack brands worldwide in September 2026?
5 changes
In September 2026, The North Face gained estimated Share of Search among backpack brands worldwide, from 56.6% to 76.5%.
In September 2026, JanSport lost estimated Share of Search among backpack brands worldwide, from 25.9% to 8.4%.
In September 2026, Herschel lost estimated Share of Search among backpack brands worldwide, from 8.4% to 5.8%.
Estimated monthly branded searches for Osprey worldwide rose 42.8% over 12 measured months, from 146K to 209K in September 2026.
Estimated monthly branded searches for NOMATIC worldwide fell 19.3% over 12 measured months, from 46.8K to 37.8K in September 2026.
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.
4 branded search terms
- bellroy
- bellroy backpack
- bellroy travel backpack
- travel backpack bellroy
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Is Bellroy your brand?
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