Brandwave

How popular isThule?

In September 2026, people searched for Thule by name about 304,000 times worldwide, about the same as the previous year. These searches made up 33.2% of all global laptop sleeve brand searches, placing Thule first out of nine brands. When we asked both ChatGPT and Google AI Overviews about laptop sleeve brands, Thule appeared in three of the five answers and was the fourth most recommended of the nine.

Search and AI answers in September 2026

Thule is the most searched of 9 competitors and the fourth most recommended in AI answers.

  1. ThuleShare of searches 33.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  2. BellroyShare of searches 22.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. HerschelShare of searches 18.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  4. IncaseShare of searches 10%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. tomtocShare of searches 8.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

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Top laptop sleeve brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Thule was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Thule is the fourth most recommended of the nine.

Most recommended by AI

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

  1. tomtoc1st
  2. Incase2nd
  3. Bellroy3rd
  4. Thule4th
  5. Native Union5th
  6. MOSISO6th
  7. Herschel7th
  8. Case Logic–
  9. Inateck–

Mentioned by AI

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

  • tomtoc5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bellroy4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Incase4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Thule3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Native Union2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MOSISO2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Herschel1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Case Logic0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Inateck0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about laptop sleeve brands

5 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 laptop sleeve brands compete with Thule?

Thule against laptop sleeve brands worldwide, by month

Share of searches by month for Thule, Bellroy, Herschel, Incase, tomtoc, Native Union. The figures are in the table below the chart.

View monthly share of searches table
MonthThuleBellroyHerschelIncasetomtocNative UnionCase LogicInateckMOSISO
Oct 202534.6%23.1%15.5%12.6%7.4%3.8%1.4%1.1%0.5%
Nov 202536.5%24.4%16.3%9%7.7%3.3%1.2%1.2%0.43%
Dec 202537%24.7%16.6%9.1%6.5%3.3%1.3%1%0.51%
Jan 202643.5%19.4%16%8.7%6.3%3.2%1.2%1.2%0.5%
Feb 202637.4%20.5%16.8%11.2%8.1%2.8%1.6%1.2%0.57%
Mar 202638.7%21.1%14.2%11.6%8.2%2.8%1.3%1.3%0.8%
Apr 202640.3%22%14.8%9.9%7%3%1.4%1.1%0.44%
May 202644.6%19.9%13.4%9%7.8%2.7%1%0.99%0.55%
Jun 202639.8%21.7%14.6%9.8%9.1%2.4%1.1%1.1%0.44%
Jul 202643.3%19.4%15.9%8.7%7.8%2.6%1%0.96%0.39%
Aug 202633.8%22.6%22.6%8.3%7.4%2.5%1.2%1.1%0.46%
Sep 202633.2%22.2%18.2%10%8.8%4.5%1.4%1.3%0.54%

  1. 1.Thule

    33.2%

    Held 1st. 301K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  2. 2.Bellroy

    22.2%

    Held 2nd. 201K estimated branded searches, -18.3% vs prior month. Share -0.5 points.

  3. 3.Herschel

    18.2%

    Held 3rd. 165K estimated branded searches, -32.9% vs prior month. Share -4.4 points.

  4. 4.Incase

    10%

    Held 4th. 90.5K estimated branded searches, 0% vs prior month. Share +1.7 points.

  5. 5.tomtoc

    8.8%

    Held 5th. 79.4K estimated branded searches, -1.5% vs prior month. Share +1.3 points.

  6. 6.Native Union

    4.5%

    Held 6th. 40.5K estimated branded searches, +49.4% vs prior month. Share +2 points.

  7. 7.Case Logic

    1.4%

    Held 7th. 12.7K estimated branded searches, 0% vs prior month. Share +0.2 points.

  8. 8.Inateck

    1.3%

    Held 8th. 12.1K estimated branded searches, -0.41% vs prior month. Share +0.2 points.

  9. 9.MOSISO

    0.54%

    Held 9th. 4.9K estimated branded searches, -2.2% vs prior month. Share +0.1 points.

Compare popularity between Thule and its closest rivals

Every comparison with Thule

63 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Thule worldwide held steady, from 303K to 304K.
  • Across the 12 months ending September 2026, Thule’s share of searches among laptop sleeve brands worldwide decreased from 34.6% to 33.2%.
  • Across the 12 months ending September 2026, Thule’s share of searches among laptop sleeve brands worldwide peaked at 44.6% in May 2026 and was lowest at 33.2% in September 2026.

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

6 changes

  1. In September 2026, Native Union gained share of searches among laptop sleeve brands worldwide, from 2.5% to 4.5%.

  2. In September 2026, Incase gained share of searches among laptop sleeve brands worldwide, from 8.3% to 10%.

  3. In September 2026, tomtoc gained share of searches among laptop sleeve brands worldwide, from 7.4% to 8.8%.

  4. In September 2026, Herschel lost share of searches among laptop sleeve brands worldwide, from 22.6% to 18.2%.

  5. In September 2026, Thule lost share of searches among laptop sleeve brands worldwide, from 33.8% to 33.2%.

  6. Estimated monthly branded searches for Inateck worldwide rose 22% over 12 measured months, from 9.9K to 12.1K in September 2026.

How are Thule’s branded searches counted?

2 search terms

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

  • thule
  • thule packing cubes

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How the Brand Demand Index is measured

Where does Thule compete?

Thule 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
Laptop backpack brands3rd of 814.6%Show ranking
Laptop case brands2nd of 720%Show ranking
Laptop sleeve brands1st of 933.2%Shown above
4x4 accessory brands2nd of 933.9%Show ranking
Caravan accessories1st of 546.9%Show ranking
Boot bag brands1st of 651.2%Show ranking
RV accessories1st of 668.2%Show ranking
Bike racks1st of 675.1%Show ranking
Load bars brands1st of 575.2%Show ranking
Roof tents1st of 676.3%Show ranking
Roof basket brands1st of 578.4%Show ranking
Cargo basket brands1st of 578.7%Show ranking
Bike tailgate pad brands1st of 480.8%Show ranking
Roof box brands1st of 886.4%Show ranking
Tow bars1st of 688%Show ranking
Roof racks1st of 688%Show ranking
Packing cube brands5th of 70.89%Show ranking
Cargo carrier brands1st of 497.8%Show ranking
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