Brandwave

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 30.9% estimated Share of Search among luggage brands worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Samsonite46.9%
  2. Tumi30.9%
  3. Away9%
  4. Travelpro6.3%
  5. Monos4.3%
  6. July2.6%
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Which luggage brands compete with Tumi?

Tumi against luggage brands worldwide, by month

Share of Search by month for Samsonite, Tumi, Away, Travelpro, Monos, July. The figures are in the table below the chart.

View monthly share of search table
MonthSamsoniteTumiAwayTravelproMonosJuly
Oct 202546.7%30.4%9.2%6.3%4.9%2.5%
Nov 202547.6%26.2%11.8%6.4%5.6%2.5%
Dec 202545.1%29.9%10.8%6.5%5.3%2.4%
Jan 202649.3%27.8%8.1%6.7%5.8%2.2%
Feb 202646.2%29.7%8.6%5.7%5.9%4%
Mar 202645%29.4%10.2%6.8%5.8%2.8%
Apr 202645.6%29.7%10.6%6.3%5.3%2.4%
May 202645.2%28.5%11.9%6.5%5.2%2.8%
Jun 202646.4%28.7%10.4%7%4.6%2.8%
Jul 202650.1%27.4%9.8%6.1%4%2.7%
Aug 202650.6%28%8.4%6.1%4.2%2.7%
Sep 202646.9%30.9%9%6.3%4.3%2.6%

  1. 1.Samsonite

    46.9%

    Held 1st. 1.1M estimated branded searches, -17% vs prior month. Share -3.7 points.

  2. 2.Tumi

    30.9%

    Held 2nd. 740K estimated branded searches, -1.5% vs prior month. Share +2.8 points.

  3. 3.Away

    9%

    Held 3rd. 216K estimated branded searches, -3.3% vs prior month. Share +0.7 points.

  4. 4.Travelpro

    6.3%

    Held 4th. 150K estimated branded searches, -8.4% vs prior month. Share +0.1 points.

  5. 5.Monos

    4.3%

    Held 5th. 104K estimated branded searches, -7.4% vs prior month. Share +0.1 points.

  6. 6.July

    2.6%

    Held 6th. 63K estimated branded searches, -12.5% vs prior month. Share -0.1 points.

Compare search popularity between Tumi and its closest rivals

Every comparison with Tumi

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

  • 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 luggage brands worldwide peaked at 30.9% in September 2026 and was lowest at 26.2% in November 2025.

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

  1. In September 2026, Tumi gained estimated Share of Search among luggage brands worldwide, from 28% to 30.9%.

  2. In September 2026, Away gained estimated Share of Search among luggage brands worldwide, from 8.4% to 9%.

  3. In September 2026, Samsonite lost estimated Share of Search among luggage brands worldwide, from 50.6% to 46.9%.

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

Where does Tumi compete?

Tumi is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Luggage brands2nd of 630.9%Shown above
Travel wallet brands1st of 655.4%Show ranking
Laptop case brands1st of 360.9%Show ranking

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

Do you work for Tumi? 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

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