How popular isTumi in search?
In September 2026, there were an estimated 740K branded searches for Tumi worldwide which held steady over the last 12 months. Tumi holds 60.9% estimated Share of Search among laptop case brands worldwide and is ranked 1st of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which laptop case brands compete with Tumi?
Share of Search by month for Tumi, Thule, Pelican. The figures are in the table below the chart.
View monthly share of search table
| Month | Tumi | Thule | Pelican |
|---|---|---|---|
| Oct 2025 | 61.2% | 25.2% | 13.5% |
| Nov 2025 | 62.9% | 25.5% | 11.6% |
| Dec 2025 | 63.1% | 25.6% | 11.2% |
| Jan 2026 | 55% | 33.4% | 11.6% |
| Feb 2026 | 60.9% | 25.7% | 13.4% |
| Mar 2026 | 57.5% | 29.2% | 13.3% |
| Apr 2026 | 57.2% | 29.1% | 13.7% |
| May 2026 | 54% | 32.8% | 13.2% |
| Jun 2026 | 56.4% | 28.6% | 14.9% |
| Jul 2026 | 53.6% | 32.5% | 13.9% |
| Aug 2026 | 57.7% | 28.3% | 14% |
| Sep 2026 | 60.9% | 24.8% | 14.3% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 60.9% | 740K | -1.5% | +3.2 points | |
| 2, held 2nd | 24.8% | 301K | -18.2% | -3.5 points | |
| 3, held 3rd | 14.3% | 173K | -4.6% | +0.3 points |
Compare search popularity between Tumi and its closest rivals
How has branded search demand for Tumi changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Tumi worldwide held steady, from 731K to 740K.
- Across the 12 months ending September 2026, Tumi’s estimated Share of Search among laptop case brands worldwide peaked at 63.1% in December 2025 and was lowest at 53.6% in July 2026.
How did search popularity change for laptop case brands worldwide in September 2026?
2 changes
In September 2026, Tumi gained estimated Share of Search among laptop case brands worldwide, from 57.7% to 60.9%.
In September 2026, Thule lost estimated Share of Search among laptop case brands worldwide, from 28.3% to 24.8%.
Where does Tumi compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Luggage brands | 2nd of 6 | 30.9% | Show ranking |
| Travel wallet brands | 1st of 6 | 55.4% | Show ranking |
| Laptop case brands | 1st of 3 | 60.9% | Shown above |
How is Tumi measured?
Brandwave collects information about searches that people make online using Tumi’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.
4 branded search terms
- tumi
- tumi backpack
- tumi bags
- tumi luggage
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Is Tumi 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.