Brandwave

How popular isRimowa?

In September 2026, people searched for Rimowa by name about 1 million times worldwide, an 18% decrease from the previous year. These searches made up 26.3% of all global luggage brand searches, placing Rimowa second out of nine brands. When we asked both ChatGPT and Google AI Overviews about luggage brands, Rimowa appeared in three of the four answers and was the fifth most recommended of the nine.

Search and AI answers in September 2026

Rimowa is the second most searched of 9 competitors and the fifth most recommended in AI answers.

  1. SamsoniteShare of searches 29.5%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. RimowaShare of searches 26.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 5th
  3. TumiShare of searches 19.4%Mentioned in 1 of 4 AI answersPlace in AI recommendations 9th
  4. American TouristerShare of searches 7.9%Mentioned in 3 of 4 AI answersPlace in AI recommendations 7th
  5. AwayShare of searches 5.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 4th

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Top luggage brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Rimowa was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Rimowa is the fifth most recommended of the nine.

Most recommended by AI

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

  1. Travelpro1st
  2. Samsonite2nd
  3. Briggs & Riley3rd
  4. Away4th
  5. Rimowa5th
  6. Monos6th
  7. American Tourister7th
  8. July8th
  9. Tumi9th

Mentioned by AI

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

  • Samsonite4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Away4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Travelpro4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Briggs & Riley4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Rimowa3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • American Tourister3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Tumi1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Monos1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • July1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about luggage brands

4 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which luggage brands compete with Rimowa?

Rimowa against luggage brands worldwide, by month

Share of searches by month for Samsonite, Rimowa, Tumi, American Tourister, Away, Travelpro, Briggs & Riley, Monos. The figures are in the table below the chart.

View monthly share of searches table
MonthSamsoniteRimowaTumiAmerican TouristerAwayTravelproBriggs & RileyMonosJuly
Oct 202528%30.4%18.2%7.5%5.5%3.8%2.3%2.9%1.5%
Nov 202531.6%23.4%17.4%7.1%7.8%4.2%3.2%3.7%1.7%
Dec 202529.1%26%19.3%6.4%7%4.2%2.9%3.4%1.5%
Jan 202630.1%28%17%8.4%5%4.1%2.5%3.6%1.3%
Feb 202631.2%23.1%20%6.9%5.8%3.8%2.5%4%2.7%
Mar 202628.7%25.8%18.7%7.8%6.5%4.3%2.8%3.7%1.8%
Apr 202628.9%26%18.8%7.8%6.7%4%2.9%3.3%1.5%
May 202629.3%24.9%18.5%7.5%7.7%4.2%2.7%3.4%1.8%
Jun 202629.8%25.4%18.4%7.6%6.7%4.5%2.8%3%1.8%
Jul 202632.4%23.9%17.7%8.8%6.3%3.9%2.6%2.6%1.7%
Aug 202632.4%23.9%18%8.8%5.4%3.9%3.2%2.7%1.7%
Sep 202629.5%26.3%19.4%7.9%5.7%3.9%2.9%2.7%1.7%

  1. 1.Samsonite

    29.5%

    Held 1st. 1.1M estimated branded searches, -17% vs prior month. Share -2.9 points.

  2. 2.Rimowa

    26.3%

    Held 2nd. 1M estimated branded searches, 0% vs prior month. Share +2.3 points.

  3. 3.Tumi

    19.4%

    Held 3rd. 740K estimated branded searches, -1.5% vs prior month. Share +1.5 points.

  4. 4.American Tourister

    7.9%

    Held 4th. 301K estimated branded searches, -18.2% vs prior month. Share -0.9 points.

  5. 5.Away

    5.7%

    Held 5th. 216K estimated branded searches, -3.3% vs prior month. Share +0.3 points.

  6. 6.Travelpro

    3.9%

    Held 6th. 150K estimated branded searches, -8.4% vs prior month. Share 0 points.

  7. 7.Briggs & Riley

    2.9%

    Held 7th. 110K estimated branded searches, -18.5% vs prior month. Share -0.3 points.

  8. 8.Monos

    2.7%

    Held 8th. 104K estimated branded searches, -7.4% vs prior month. Share 0 points.

  9. 9.July

    1.7%

    Held 9th. 63K estimated branded searches, -12.5% vs prior month. Share -0.1 points.

Compare popularity between Rimowa and its closest rivals

Every comparison with Rimowa

8 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Rimowa worldwide fell from 1.2M to 1M.
  • Across the 12 months ending September 2026, Rimowa’s share of searches among luggage brands worldwide decreased from 30.4% to 26.3%.
  • Across the 12 months ending September 2026, Rimowa’s share of searches among luggage brands worldwide peaked at 30.4% in October 2025 and was lowest at 23.1% in February 2026.
  • Across the 12 months ending September 2026, Rimowa fell from 1st to 2nd among luggage brands worldwide.

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

6 changes

  1. In September 2026, Rimowa gained share of searches among luggage brands worldwide, from 23.9% to 26.3%.

  2. In September 2026, Tumi gained share of searches among luggage brands worldwide, from 18% to 19.4%.

  3. In September 2026, Samsonite lost share of searches among luggage brands worldwide, from 32.4% to 29.5%.

  4. In September 2026, American Tourister lost share of searches among luggage brands worldwide, from 8.8% to 7.9%.

  5. Estimated monthly branded searches for Briggs & Riley worldwide rose 21.5% over 12 measured months, from 90.5K to 110K in September 2026.

  6. Estimated monthly branded searches for Monos worldwide fell 11.6% over 12 measured months, from 118K to 104K in September 2026.

How are Rimowa’s branded searches counted?

1 search term

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

  • rimowa

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