Brandwave

How popular isStanley?

In September 2026, people searched for Stanley by name about 72,300 times worldwide, a 10.8% decrease from the previous year. These searches made up 0.92% of all global workbench brand searches, placing Stanley tenth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about workbench brands, Stanley did not appear in any of the answers.

Search and AI answers in September 2026

Stanley is the tenth most searched of 11 competitors and not listed in any AI answer.

  1. HuskyShare of searches 47.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  2. SjöbergsShare of searches 18.9%Mentioned in 3 of 4 AI answersPlace in AI recommendations 5th
  3. KobaltShare of searches 14.9%Mentioned in 1 of 4 AI answersPlace in AI recommendations 7th
  4. KeterShare of searches 5.5%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. StanleyShare of searches 0.92%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

+6 more

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Top workbench brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Stanley did not appear in any of the four answers.

Most recommended by AI

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

  1. Husky1st
  2. Gladiator2nd
  3. Seville Classics3rd
  4. WEN4th
  5. Sjöbergs5th
  6. WORX6th
  7. Kobalt7th
  8. +1 more
  9. Black+Decker–
  10. Sealey–
  11. Stanley–

Mentioned by AI

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

  • Husky3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sjöbergs3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Gladiator3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Seville Classics2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • WEN2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kobalt1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • WORX1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Keter0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Black+Decker0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Stanley0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+1 more

See every answer about workbench brands

4 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 workbench brands compete with Stanley?

Stanley against workbench brands worldwide, by month

Share of searches by month for Husky, Sjöbergs, Kobalt, Keter, Gladiator, WORX, Stanley. The figures are in the table below the chart.

View monthly share of searches table
MonthHuskySjöbergsKobaltKeterGladiatorWORXSeville ClassicsBlack+DeckerSealeyStanleyWEN
Oct 202544.7%24.1%9.5%7.1%4.8%1.8%2.3%2.1%1.5%1.2%0.92%
Nov 202550.9%18.3%12.4%5.4%4.3%2%2.1%1.6%1.2%1.1%0.63%
Dec 202547%16.9%18.8%5%4%1.8%2%1.5%1%1%1%
Jan 202653.9%15.8%13.2%4.6%4.6%1.4%2.3%1.4%1.3%0.77%0.79%
Feb 202647.7%25.7%10.9%4.9%4.1%1%2%1.2%1%0.67%0.67%
Mar 202645.5%22.3%11.6%8%4.4%1.3%2.5%1.6%0.96%0.88%0.91%
Apr 202644.9%23.2%10.6%8.3%4.6%1.7%2.3%1.7%0.91%0.91%1.1%
May 202642.2%21.8%14%7.8%5.1%1.9%2.6%1.9%0.81%0.86%0.99%
Jun 202642.5%17%20.1%7.5%4.1%1.9%2.4%1.9%0.82%0.82%0.93%
Jul 202650.3%17.3%14.4%6.3%4.2%1.5%2%1.5%0.68%0.68%0.97%
Aug 202646.8%19.7%15.4%5.8%4.6%1.4%1.9%1.8%0.9%0.78%0.9%
Sep 202647.3%18.9%14.9%5.5%4.6%2.1%1.9%1.7%1.3%0.92%0.89%

  1. 1.Husky

    47.3%

    Held 1st. 16.5K estimated branded searches, -14.1% vs prior month. Share +0.5 points.

  2. 2.Sjöbergs

    18.9%

    Held 2nd. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.8 points.

  3. 3.Kobalt

    14.9%

    Held 3rd. 5.2K estimated branded searches, -17.5% vs prior month. Share -0.4 points.

  4. 4.Keter

    5.5%

    Held 4th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.4 points.

  5. 5.Gladiator

    4.6%

    Held 5th. 1.6K estimated branded searches, -15.8% vs prior month. Share 0 points.

  6. 6.WORX

    2.1%

    Moved from 8th to 6th. 720 estimated branded searches, +22% vs prior month. Share +0.6 points.

  7. 7.Seville Classics

    1.9%

    Moved from 6th to 7th. 660 estimated branded searches, -13.2% vs prior month. Share 0 points.

  8. 8.Black+Decker

    1.7%

    Moved from 7th to 8th. 590 estimated branded searches, -18.1% vs prior month. Share -0.1 points.

  9. 9.Sealey

    1.3%

    Held 9th. 460 estimated branded searches, +24.3% vs prior month. Share +0.4 points.

  10. 10.Stanley

    0.92%

    Moved from 11th to 10th. 320 estimated branded searches, 0% vs prior month. Share +0.1 points.

  11. 11.WEN

    0.89%

    Moved from 10th to 11th. 310 estimated branded searches, -16.2% vs prior month. Share 0 points.

Kobalt, Keter and 3 other brands sell other things too, so only their searches that name this product count here, like “kobalt workbench”.

Compare popularity between Stanley and its closest rivals

Every comparison with Stanley

62 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Stanley worldwide fell from 81.1K to 72.3K.
  • Across the 12 months ending September 2026, Stanley’s share of searches among workbench brands worldwide held steady, from 1.2% to 0.92%.

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

6 changes

  1. In September 2026, WORX overtook Seville Classics and Black+Decker to rank 6th among workbench brands worldwide, with 2.1% of the searches.

  2. In September 2026, Husky gained share of searches among workbench brands worldwide, from 46.8% to 47.3%.

  3. In September 2026, Sjöbergs lost share of searches among workbench brands worldwide, from 19.7% to 18.9%.

  4. Keter’s share of searches among workbench brands worldwide has lost ground for 3 months in a row, from 7.5% to 5.5% in September 2026.

  5. In September 2026, Stanley rose from 11th to 10th among workbench brands worldwide.

  6. In September 2026, WEN fell from 10th to 11th among workbench brands worldwide.

How are Stanley’s branded searches counted?

23 search terms

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

  • stanley dead blow hammer
  • stanley folding sawhorse
  • stanley hacksaw
  • stanley hacksaw frame
  • stanley hand plane
  • stanley hand tools
  • stanley jack plane
  • stanley jump starter
  • stanley level
  • stanley mallet
  • stanley mini hacksaw
  • stanley no 5 plane
  • stanley plane
  • stanley rubber mallet
  • stanley sawhorse
  • stanley staple gun
  • stanley tape measure
  • stanley tool box
  • stanley tool chest
  • stanley wheelbarrow
  • stanley wire stripper
  • stanley workbench
  • stanley workbench light

Do you work for Stanley? 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 Stanley compete?

Stanley is ranked in 18 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Hand tool brands6th of 133.7%Show ranking
Wheelbarrow brands7th of 80.18%Show ranking
Jump starter brands6th of 71.2%Show ranking
Jump leads4th of 61.4%Show ranking
Tool chest brands4th of 99.9%Show ranking
Tape measure brands4th of 516.1%Show ranking
Toolbox brands2nd of 1216.5%Show ranking
Staple gun brands6th of 76.2%Show ranking
Hand planer brands3rd of 1012.4%Show ranking
Workbench brands10th of 110.92%Shown above
Spirit level brands4th of 613.1%Show ranking
Wire stripper brands4th of 53.2%Show ranking
Jack plane brands4th of 68.2%Show ranking
Folding sawhorse brands3rd of 923.2%Show ranking
Hacksaw brands3rd of 69.5%Show ranking
Workbench light brands7th of 70.46%Show ranking
Dead blow hammer brands3rd of 613.5%Show ranking
Rubber mallet brands2nd of 621.5%Show ranking
Creator with pink hair and a pink jacket

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