Brandwave

How popular isHON?

In September 2026, people searched for HON by name about 3,400 times worldwide, a 19% decrease from the previous year. These searches made up 1.3% of all global filing cabinet brand searches, placing HON fourth out of seven brands. When we asked both ChatGPT and Google AI Overviews about filing cabinet brands, HON appeared in three of the five answers and was the most recommended of the seven.

Search and AI answers in September 2026

HON is the fourth most searched of 7 competitors and the most recommended in AI answers.

  1. SteelcaseShare of searches 61.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. SilverlineShare of searches 33.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. BisleyShare of searches 2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. HONShare of searches 1.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  5. LorellShare of searches 1.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

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Top filing cabinet brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HON was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. HON is the most recommended of the seven.

Most recommended by AI

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

  1. HON1st
  2. Steelcase2nd
  3. Lorell3rd
  4. Poppin4th
  5. Silverline–
  6. Bisley–
  7. Triumph–

Mentioned by AI

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

  • Steelcase3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • HON3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lorell3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Poppin2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Silverline0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bisley0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Triumph0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about filing cabinet brands

5 answers

  • Asked ChatGPT

    “Which filing cabinet brand should I buy?”

    1. 1HON
    2. 2Steelcase
    3. 3Lorell

  • Asked ChatGPT

    “What are the best filing cabinet brands?”

    1. 1HON
    2. 2Steelcase
    3. 3Lorell
    4. 4Poppin

  • Asked ChatGPT

    “What's the best filing cabinet brand for home office?”

    1. 1HON
    2. 2Poppin
    3. 3Steelcase
    4. 4Lorell

  • Searched Google, AI Overview

    “home filing cabinet”

    1. Searched Google, AI Overview

      “small filing cabinet”

      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 20, 2026.

      Which filing cabinet brands compete with HON?

      HON against filing cabinet brands worldwide, by month

      Share of searches by month for Steelcase, Silverline, Bisley, HON. The figures are in the table below the chart.

      View monthly share of searches table
      MonthSteelcaseSilverlineBisleyHONLorellPoppinTriumph
      Oct 202576.3%18.7%2%1.6%0.9%0.41%0.03%
      Nov 202576.2%18.7%2.5%1.4%0.9%0.33%0.04%
      Dec 202572.7%21.9%2.4%1.6%1.1%0.32%0.03%
      Jan 202671.1%21.4%3.5%2.3%1.2%0.38%0.03%
      Feb 202672.4%21.8%2.4%1.9%1.1%0.39%0.03%
      Mar 202672.3%21.8%2.4%1.9%1.2%0.39%0.05%
      Apr 202672.2%21.7%2.4%1.9%1.2%0.47%0.05%
      May 202672.6%21.9%2.4%1.6%1.1%0.48%0.03%
      Jun 202672.6%21.8%2.4%1.6%1.1%0.48%0.05%
      Jul 202672.4%21.8%2.4%1.9%1.1%0.39%0.03%
      Aug 202668.9%25.4%2.3%1.8%1.2%0.45%0.06%
      Sep 202661.4%33.8%2%1.3%1.1%0.33%0.05%

      1. 1.Steelcase

        61.4%

        Held 1st. 110K estimated branded searches, 0% vs prior month. Share -7.4 points.

      2. 2.Silverline

        33.8%

        Held 2nd. 60.5K estimated branded searches, +49.4% vs prior month. Share +8.4 points.

      3. 3.Bisley

        2%

        Held 3rd. 3.6K estimated branded searches, 0% vs prior month. Share -0.2 points.

      4. 4.HON

        1.3%

        Held 4th. 2.4K estimated branded searches, -17.2% vs prior month. Share -0.5 points.

      5. 5.Lorell

        1.1%

        Held 5th. 1.9K estimated branded searches, 0% vs prior month. Share -0.1 points.

      6. 6.Poppin

        0.33%

        Held 6th. 590 estimated branded searches, -18.1% vs prior month. Share -0.1 points.

      7. 7.Triumph

        0.05%

        Held 7th. 90 estimated branded searches, 0% vs prior month. Share 0 points.

      Compare popularity between HON and its closest rivals

      Every comparison with HON

      10 comparisons

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

      2 findings
      • Across the 12 months ending September 2026, estimated monthly branded searches for HON worldwide fell from 4.2K to 3.4K.
      • Across the 12 months ending September 2026, HON’s share of searches among filing cabinet brands worldwide held steady, from 1.6% to 1.3%.

      How did search popularity change for filing cabinet brands worldwide in September 2026?

      6 changes

      1. In September 2026, Silverline gained share of searches among filing cabinet brands worldwide, from 25.4% to 33.8%.

      2. In September 2026, Steelcase lost share of searches among filing cabinet brands worldwide, from 68.9% to 61.4%.

      3. Estimated monthly branded searches for Triumph worldwide rose 80% over 12 measured months, from 50 to 90 in September 2026.

      4. Estimated monthly branded searches for Lorell worldwide rose 18.8% over 12 measured months, from 1.6K to 1.9K in September 2026.

      5. Estimated monthly branded searches for Poppin worldwide fell 18.1% over 12 measured months, from 720 to 590 in September 2026.

      6. Estimated monthly branded searches for HON worldwide fell 17.2% over 12 measured months, from 2.9K to 2.4K in September 2026.

      How are HON’s branded searches counted?

      2 search terms

      Brandwave collects information about searches that people make online using HON’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.

      • hon filing cabinet
      • hon office furniture

      How the Brand Demand Index is measured

      Who owns HON?

      HON is owned by HNI. Brandwave does not track any other brands owned by HNI.

      Do you work for HON? To request corrections or removal please contact us via our support page and we will be happy to assist.

      Where does HON compete?

      HON is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
      Competitor setRankShare of searchesRanking
      Ergonomic office chair brands6th of 60.08%Show ranking
      Filing cabinet brands4th of 71.3%Shown above
      Creator with pink hair and a pink jacket

      Is HON 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.

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