Brandwave

How popular isBrabantia in search?

In August 2026, there were an estimated 135K branded searches for Brabantia worldwide which is up 49.2% over the last 11 months. Brabantia holds 31.9% estimated Share of Search among towel rail brands worldwide and is ranked 1st of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Brabantia31.9%
  2. Umbra31.9%
  3. Yamazaki31.9%
  4. Household Essentials1.6%
  5. InterDesign1.6%
  6. Croydex1.3%
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Which towel rail brands compete with Brabantia?

Brabantia against towel rail brands worldwide, by month

Share of Search by month for Brabantia, Umbra, Yamazaki. The figures are in the table below the chart.

View monthly share of search table
MonthBrabantiaUmbraYamazakiHousehold EssentialsInterDesignCroydex
Oct 202522%40.1%32.8%1.6%1.6%2%
Nov 202523.8%35.7%35.7%1.8%1.4%1.8%
Dec 202522%32.8%40%2%1.3%2%
Jan 202627.4%33.6%33.6%1.6%1.6%2%
Feb 202627.7%34%34%1.4%1.4%1.7%
Mar 202631.8%31.8%31.8%1.6%1.6%1.6%
Apr 202625.7%31.5%38.5%1.5%1.5%1.3%
May 20267.5%83.9%7.5%0.37%0.37%0.3%
Jun 202623.9%35.7%35.7%1.7%1.4%1.4%
Jul 202629.6%29.6%36.4%1.5%1.5%1.5%
Aug 202631.9%31.9%31.9%1.6%1.6%1.3%
Sep 2026——————

  1. 1.Brabantia

    31.9%

    Moved from 2nd to 1st. 135K estimated branded searches, +22.7% vs prior month. Share +2.2 points.

  2. 2.Umbra

    31.9%

    Moved from 3rd to 2nd. 135K estimated branded searches, +22.7% vs prior month. Share +2.2 points.

  3. 3.Yamazaki

    31.9%

    Moved from 1st to 3rd. 135K estimated branded searches, 0% vs prior month. Share -4.5 points.

  4. 4.Household Essentials

    1.6%

    Moved from 5th to 4th. 6.6K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

  5. 5.InterDesign

    1.6%

    Moved from 6th to 5th. 6.6K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

  6. 6.Croydex

    1.3%

    Moved from 4th to 6th. 5.4K estimated branded searches, 0% vs prior month. Share -0.2 points.

Compare search popularity between Brabantia and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Brabantia worldwide rose from 90.5K to 135K.
  • Across the 11 months ending August 2026, Brabantia’s estimated Share of Search among towel rail brands worldwide increased from 22% to 31.9%.
  • Across the 11 months ending August 2026, Brabantia’s estimated Share of Search among towel rail brands worldwide peaked at 31.9% in August 2026 and was lowest at 7.5% in May 2026.
  • Across the 11 months ending August 2026, Brabantia rose from 3rd to 1st among towel rail brands worldwide.

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

  1. In August 2026, Brabantia overtook Yamazaki to take the highest estimated Share of Search among towel rail brands worldwide, at 31.9%.

  2. In August 2026, Umbra overtook Yamazaki to rank 2nd among towel rail brands worldwide, at 31.9%.

  3. In August 2026, Yamazaki lost estimated Share of Search among towel rail brands worldwide, from 36.4% to 31.9%.

  4. InterDesign’s estimated Share of Search among towel rail brands worldwide has gained ground for 3 months in a row, from 0.37% to 1.6% in August 2026.

  5. In August 2026, Household Essentials rose from 5th to 4th among towel rail brands worldwide.

  6. In August 2026, Croydex fell from 4th to 6th among towel rail brands worldwide.

Where does Brabantia compete?

Brabantia 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 SearchRanking
Ironing boards2nd of 69.7%Show ranking
Bathroom accessory brands1st of 624.5%Show ranking
Compost caddy brands1st of 631.8%Show ranking
Towel rail brands1st of 631.9%Shown above
Clothes airers2nd of 636.1%Show ranking
Laundry baskets1st of 640.1%Show ranking
Storage baskets1st of 648.9%Show ranking
Compost bins1st of 683.3%Show ranking

How is Brabantia measured?

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

1 branded search term

  • brabantia

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How the Brand Demand Index is measured

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