Brandwave

How popular isBellroy?

In September 2026, people searched for Bellroy by name about 226,000 times worldwide, about the same as the previous year. These searches made up 13.4% of all global laptop case brand searches, placing Bellroy third out of seven brands. When we asked both ChatGPT and Google AI Overviews about laptop case brands, Bellroy appeared in two of the five answers and was the joint third most recommended of the seven.

Search and AI answers in September 2026

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

  1. TumiShare of searches 45.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. ThuleShare of searches 20%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. BellroyShare of searches 13.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. PelicanShare of searches 9.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. IncaseShare of searches 6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

+2 more

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Top laptop case 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 two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Bellroy is the joint third most recommended of the seven.

Most recommended by AI

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

  1. tomtoc1st
  2. Thule2nd
  3. Bellroy3rd
  4. Incase3rd
  5. Pelican5th
  6. MOSISO6th
  7. Tumi–

Mentioned by AI

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

  • Thule4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • tomtoc4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bellroy2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pelican2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Incase2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MOSISO2 of 5Named in 2 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

See every answer about laptop case brands

5 answers

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 21, 2026.

Which laptop case brands compete with Bellroy?

Bellroy against laptop case brands worldwide, by month

Share of searches by month for Tumi, Thule, Bellroy, Pelican, Incase, tomtoc. The figures are in the table below the chart.

View monthly share of searches table
MonthTumiThuleBellroyPelicanIncasetomtocMOSISO
Oct 202545.5%20.1%13.4%9.1%7.3%4.3%0.29%
Nov 202547.4%21%14%7.8%5.2%4.4%0.25%
Dec 202547.7%21.1%14.1%7.9%5.2%3.7%0.29%
Jan 202641.8%27.6%12.3%8.4%5.6%4%0.32%
Feb 202646.6%21.1%11.6%9.6%6.3%4.5%0.32%
Mar 202642.4%23.5%12.8%8.8%7%5%0.49%
Apr 202643.5%24.1%13.1%9%5.9%4.2%0.26%
May 202641.4%27.4%12.2%8.3%5.5%4.8%0.34%
Jun 202642.9%23.8%13%8.8%5.8%5.4%0.26%
Jul 202641.4%27.4%12.2%8.3%5.5%4.9%0.25%
Aug 202642.7%22.8%15.2%8.5%5.6%5%0.31%
Sep 202645.9%20%13.4%9.1%6%5.3%0.33%

  1. 1.Tumi

    45.9%

    Held 1st. 690K estimated branded searches, 0% vs prior month. Share +3.2 points.

  2. 2.Thule

    20%

    Held 2nd. 301K estimated branded searches, -18.2% vs prior month. Share -2.7 points.

  3. 3.Bellroy

    13.4%

    Held 3rd. 201K estimated branded searches, -18.3% vs prior month. Share -1.8 points.

  4. 4.Pelican

    9.1%

    Held 4th. 137K estimated branded searches, 0% vs prior month. Share +0.6 points.

  5. 5.Incase

    6%

    Held 5th. 90.5K estimated branded searches, 0% vs prior month. Share +0.4 points.

  6. 6.tomtoc

    5.3%

    Held 6th. 79.4K estimated branded searches, -1.5% vs prior month. Share +0.3 points.

  7. 7.MOSISO

    0.33%

    Held 7th. 4.9K estimated branded searches, -2.2% vs prior month. Share 0 points.

Compare popularity between Bellroy and its closest rivals

Every comparison with Bellroy

37 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 221K to 226K.
  • Across the 12 months ending September 2026, Bellroy’s share of searches among laptop case brands worldwide peaked at 15.2% in August 2026 and was lowest at 11.6% in February 2026.

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

6 changes

  1. In September 2026, Tumi gained share of searches among laptop case brands worldwide, from 42.7% to 45.9%.

  2. In September 2026, Pelican gained share of searches among laptop case brands worldwide, from 8.5% to 9.1%.

  3. In September 2026, Thule lost share of searches among laptop case brands worldwide, from 22.8% to 20%.

  4. In September 2026, Bellroy lost share of searches among laptop case brands worldwide, from 15.2% to 13.4%.

  5. Estimated monthly branded searches for tomtoc worldwide rose 23.9% over 12 measured months, from 64.1K to 79.4K in September 2026.

  6. Estimated monthly branded searches for MOSISO worldwide rose 13.4% over 12 measured months, from 4.3K to 4.9K in September 2026.

How are Bellroy’s branded searches counted?

5 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 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 brands5th of 113.3%Show ranking
Travel backpack brands4th of 95.8%Show ranking
Wallet brands4th of 79.3%Show ranking
Laptop backpack brands4th of 89.8%Show ranking
Laptop case brands3rd of 713.4%Shown above
Travel wallet brands3rd of 617.4%Show ranking
Laptop sleeve brands2nd of 922.2%Show ranking
Key organizer brands4th of 41.9%Show ranking
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