Brandwave

How popular isLorell?

In September 2026, people searched for Lorell by name about 1,900 times worldwide, an 18.8% increase from the previous year. These searches made up 1.1% of all global filing cabinet brand searches, placing Lorell fifth out of seven brands. When we asked both ChatGPT and Google AI Overviews about filing cabinet brands, Lorell appeared in three of the five answers and was the third most recommended of the seven.

Search and AI answers in September 2026

Lorell is the fifth most searched of 7 competitors and the third 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, Lorell was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Lorell is the third 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 Lorell?

      Lorell against filing cabinet brands worldwide, by month

      Share of searches by month for Steelcase, Silverline, Bisley, Lorell. 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 Lorell and its closest rivals

      Every comparison with Lorell

      12 comparisons

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

      2 findings
      • Across the 12 months ending September 2026, estimated monthly branded searches for Lorell worldwide rose from 1.6K to 1.9K.
      • Across the 12 months ending September 2026, Lorell’s share of searches among filing cabinet brands worldwide held steady, from 0.9% to 1.1%.

      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 Lorell’s branded searches counted?

      1 search term

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

      • lorell

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      How the Brand Demand Index is measured

      Where does Lorell compete?

      Lorell 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
      Filing cabinet brands5th of 71.1%Shown above
      Desk chair mats3rd of 820.1%Show ranking
      Creator with pink hair and a pink jacket

      Is Lorell 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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