Brandwave

How popular isBellroy?

In September 2026, people searched for Bellroy by name about 230,000 times worldwide, about the same as the previous year. These searches made up 2.9% of all global laptop bag brand searches, placing Bellroy sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about laptop bag brands, Bellroy appeared in two of the five answers and was the joint most recommended of the seven.

Search and AI answers in September 2026

Bellroy is the sixth most searched of 7 competitors and the joint most recommended in AI answers.

  1. SamsoniteShare of searches 32.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  2. TargusShare of searches 26.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
  3. TumiShare of searches 26.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. ThuleShare of searches 6.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. BellroyShare of searches 2.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st

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Top laptop bag brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bellroy was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Bellroy is the joint most recommended of the seven.

Most recommended by AI

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

  1. Samsonite1st
  2. Bellroy1st
  3. Targus3rd
  4. Tumi4th
  5. Dagne Dover5th
  6. Herschel6th
  7. Thule–

Mentioned by AI

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

  • Samsonite2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bellroy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Targus1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tumi1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Herschel1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dagne Dover1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Thule0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about laptop bag brands

5 answers

  • Asked ChatGPT

    “Which laptop bag should I buy?”

    1. Asked ChatGPT

      “What are the best laptop bag brands?”

      1. 1Bellroy
      2. 2Tumi
      3. 3Samsonite
      4. 4Herschel

    2. Asked ChatGPT

      “What's the best laptop bag for work and travel?”

      1. Searched Google, AI Overview

        “laptop bag”

        1. 1Targus
        2. 2Dagne Dover

      2. Searched Google, AI Overview

        “best laptop bag”

        1. 1Samsonite
        2. 2Bellroy

      Not named in any answer:

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

      Which laptop bag brands compete with Bellroy?

      Bellroy against laptop bag brands worldwide, by month

      Share of searches by month for Samsonite, Targus, Tumi, Thule, Herschel, Bellroy. The figures are in the table below the chart.

      View monthly share of searches table
      MonthSamsoniteTargusTumiThuleHerschelBellroyDagne Dover
      Oct 202532.6%26.6%26.6%6.4%4.2%2.9%0.7%
      Nov 202532.3%26.4%26.4%6.3%4.1%3.5%1%
      Dec 202531.5%21.1%31.5%6.2%5.1%2.8%1.9%
      Jan 202627.6%33.8%27.6%5.5%2.9%2%0.59%
      Feb 202640.4%22%26.9%5.3%2.9%1.8%0.58%
      Mar 202639.5%21.6%26.4%6.3%3.5%2.2%0.57%
      Apr 202619.6%16%35.9%4.7%2.6%1.6%19.6%
      May 202623.5%19.2%19.2%4.6%2.5%2.1%28.8%
      Jun 202634.5%23.1%28.2%6.8%3.7%3%0.61%
      Jul 202632.5%26.6%26.6%6.4%4.2%2.9%0.86%
      Aug 202632%26.2%26.2%6.3%5.2%3.5%0.69%
      Sep 202632.6%26.6%26.6%6.4%4.2%2.9%0.7%

      1. 1.Samsonite

        32.6%

        Held 1st. 14.8K estimated branded searches, 0% vs prior month. Share +0.6 points.

      2. 2.Targus

        26.6%

        Held 2nd. 12.1K estimated branded searches, 0% vs prior month. Share +0.5 points.

      3. 3.Tumi

        26.6%

        Held 3rd. 12.1K estimated branded searches, 0% vs prior month. Share +0.5 points.

      4. 4.Thule

        6.4%

        Held 4th. 2.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

      5. 5.Herschel

        4.2%

        Held 5th. 1.9K estimated branded searches, -20.8% vs prior month. Share -1 points.

      6. 6.Bellroy

        2.9%

        Held 6th. 1.3K estimated branded searches, -18.8% vs prior month. Share -0.6 points.

      7. 7.Dagne Dover

        0.7%

        Held 7th. 320 estimated branded searches, 0% vs prior month. Share 0 points.

      Bellroy, Samsonite and 4 other brands sell other things too, so only their searches that name this product count here, like “bellroy laptop bag”.

      Compare popularity between Bellroy and its closest rivals

      Every comparison with Bellroy

      39 comparisons

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

      2 findings
      • Across the 12 months ending September 2026, estimated monthly branded searches for Bellroy worldwide held steady, from 226K to 230K.
      • Across the 12 months ending September 2026, Bellroy’s share of searches among laptop bag brands worldwide peaked at 3.5% in November 2025 and was lowest at 1.6% in April 2026.

      How did search popularity change for laptop bag brands worldwide in September 2026?

      3 changes

      1. In September 2026, Samsonite gained share of searches among laptop bag brands worldwide, from 32% to 32.6%.

      2. In September 2026, Herschel lost share of searches among laptop bag brands worldwide, from 5.2% to 4.2%.

      3. In September 2026, Bellroy lost share of searches among laptop bag brands worldwide, from 3.5% to 2.9%.

      How are Bellroy’s branded searches counted?

      12 search terms

      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.

      • bellroy
      • bellroy backpack
      • bellroy key cover
      • bellroy key organizer
      • bellroy laptop backpack
      • bellroy laptop bag
      • bellroy laptop case
      • bellroy laptop sleeve
      • bellroy macbook case
      • bellroy macbook sleeve
      • 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

      Where does Bellroy compete?

      Bellroy is ranked in eight competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
      Competitor setRankShare of searchesRanking
      Backpack brands10th of 121.1%Show ranking
      Travel backpack brands9th of 90.08%Show ranking
      Wallet brands3rd of 722.9%Show ranking
      Laptop backpack brands8th of 80.03%Show ranking
      Travel wallet brands2nd of 630.3%Show ranking
      Key organizer brands4th of 40.26%Show ranking
      Laptop bag brands6th of 72.9%Shown above
      Laptop case brands4th of 1110.4%Show ranking
      Creator with pink hair and a pink jacket

      Is Bellroy your brand?

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