---
title: "Laptop bag brands: Which are searched most?"
description: "Compare the laptop bag brands people buy for work and travel. Share of Search among Samsonite, Targus, Tumi, Thule, Herschel, Bellroy and Dagne Dover, the laptop bag brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/laptop-bags"
publisher: "Brandwave"
---

# Laptop bag brands: Which are searched most?

Compare the laptop bag brands people buy for work and travel. Share of Search among Samsonite, Targus, Tumi, Thule, Herschel, Bellroy and Dagne Dover, the laptop bag brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Laptop bag brands
- **Market**: Global
- **Brands compared**: 7
- **Month measured**: Sep 2026
- **Highest Share of Search**: Samsonite, 32.6%

## Which brand is most popular in search among laptop bag brands worldwide?

- In September 2026, Samsonite was the most searched among laptop bag brands worldwide, with an estimated 14.8K branded searches, 32.6% of all searches for the seven we track.
- Targus is in 2nd place, 5.9 percentage points behind at 26.6%.
- Across the 12 months ending September 2026, Samsonite’s share of searches among laptop bag brands worldwide peaked at 40.4% in February 2026 and was lowest at 19.6% in April 2026.
- Across the 12 months ending September 2026, Targus’ share of searches among laptop bag brands worldwide peaked at 33.8% in January 2026 and was lowest at 16% in April 2026.
- Across the 12 months ending September 2026, Tumi’s share of searches among laptop bag brands worldwide peaked at 35.9% in April 2026 and was lowest at 19.2% in May 2026.
- Across the 12 months ending September 2026, Thule’s share of searches among laptop bag brands worldwide peaked at 6.8% in June 2026 and was lowest at 4.6% in May 2026.
- Across the 12 months ending September 2026, Herschel’s share of searches among laptop bag brands worldwide peaked at 5.2% in August 2026 and was lowest at 2.5% in May 2026.
- Across the 12 months ending September 2026, Bellroy’s share of searches among laptop bag brands worldwide peaked at 3.5% in November 2025 and was lowest at 1.6% in April 2026.
- Across the 12 months ending September 2026, Dagne Dover’s share of searches among laptop bag brands worldwide peaked at 28.8% in May 2026 and was lowest at 0.57% in March 2026.
- Across the 12 months ending September 2026, Samsonite, Targus, Tumi, Thule, Herschel, Bellroy and Dagne Dover held steady: their share of searches among laptop bag brands worldwide each moved less than 0.5 percentage points.

## Top laptop bag brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Samsonite and Bellroy were mentioned most often, in two of the five answers. Samsonite and Bellroy tied as the most recommended. Targus was third. Thule, which ranked fourth in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Samsonite | 1st | 1 of 3 | 1 of 2 | 2 of 5 |
| Bellroy | 1st | 1 of 3 | 1 of 2 | 2 of 5 |
| Targus | 3rd | 0 of 3 | 1 of 2 | 1 of 5 |
| Tumi | 4th | 1 of 3 | 0 of 2 | 1 of 5 |
| Dagne Dover | 5th | 0 of 3 | 1 of 2 | 1 of 5 |
| Herschel | 6th | 1 of 3 | 0 of 2 | 1 of 5 |
| Thule | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about laptop bag brands

- Asked ChatGPT "Which laptop bag should I buy?": named none of the brands we track
- Asked ChatGPT "What are the best laptop bag brands?": 1. Bellroy, 2. Tumi, 3. Samsonite, 4. Herschel
- Asked ChatGPT "What's the best laptop bag for work and travel?": named none of the brands we track
- Searched Google, AI Overview "laptop bag": 1. Targus, 2. Dagne Dover
- Searched Google, AI Overview "best laptop bag": 1. Samsonite, 2. Bellroy

Not named in any answer: Thule.

Brands are listed in the order each answer named them. The answers were collected in the United States on October 26, 2026.

## Compare search popularity between leading brands

- [Samsonite vs Targus: compare search popularity](/demand/global-en/compare/samsonite-vs-targus): 32.6% against 26.6% Share of Search.
- [Samsonite vs Tumi: compare search popularity](/demand/global-en/compare/samsonite-vs-tumi): 32.6% against 26.6% Share of Search.
- [Samsonite vs Thule: compare search popularity](/demand/global-en/compare/samsonite-vs-thule): 32.6% against 6.4% Share of Search.
- [Samsonite vs Herschel: compare search popularity](/demand/global-en/compare/herschel-vs-samsonite): 32.6% against 4.2% Share of Search.
- [Targus vs Tumi: compare search popularity](/demand/global-en/compare/targus-vs-tumi): 26.6% Share of Search each.
- [Targus vs Thule: compare search popularity](/demand/global-en/compare/targus-vs-thule): 26.6% against 6.4% Share of Search.
- [Targus vs Herschel: compare search popularity](/demand/global-en/compare/herschel-vs-targus): 26.6% against 4.2% Share of Search.
- [Tumi vs Thule: compare search popularity](/demand/global-en/compare/thule-vs-tumi): 26.6% against 6.4% Share of Search.
- [Tumi vs Herschel: compare search popularity](/demand/global-en/compare/herschel-vs-tumi): 26.6% against 4.2% Share of Search.
- [Thule vs Herschel: compare search popularity](/demand/global-en/compare/herschel-vs-thule): 6.4% against 4.2% Share of Search.

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

- In September 2026, Samsonite gained share of searches among laptop bag brands worldwide, from 32% to 32.6%.
- In September 2026, Herschel lost share of searches among laptop bag brands worldwide, from 5.2% to 4.2%.
- In September 2026, Bellroy lost share of searches among laptop bag brands worldwide, from 3.5% to 2.9%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Samsonite | 32.6% | 14.8K | 0.0% | Samsonite |
| 2 | Targus | 26.6% | 12.1K | 0.0% | Targus |
| 3 | Tumi | 26.6% | 12.1K | 0.0% | Tumi |
| 4 | Thule | 6.4% | 2.9K | 0.0% | Thule |
| 5 | Herschel | 4.2% | 1.9K | -20.8% | Herschel |
| 6 | Bellroy | 2.9% | 1.3K | -18.8% | Bellroy |
| 7 | Dagne Dover | 0.7% | 320 | 0.0% | Dagne Dover |

Samsonite, Tumi and 4 other brands sell other things too, so only their searches that name this product count here, like “samsonite laptop bag”.

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Samsonite | 14.8K | 32.6% | 1 |
| Oct 2025 | Targus | 12.1K | 26.6% | 2 |
| Oct 2025 | Tumi | 12.1K | 26.6% | 3 |
| Oct 2025 | Thule | 2.9K | 6.4% | 4 |
| Oct 2025 | Herschel | 1.9K | 4.2% | 5 |
| Oct 2025 | Bellroy | 1.3K | 2.9% | 6 |
| Oct 2025 | Dagne Dover | 320 | 0.7% | 7 |
| Nov 2025 | Samsonite | 14.8K | 32.3% | 1 |
| Nov 2025 | Targus | 12.1K | 26.4% | 2 |
| Nov 2025 | Tumi | 12.1K | 26.4% | 3 |
| Nov 2025 | Thule | 2.9K | 6.3% | 4 |
| Nov 2025 | Herschel | 1.9K | 4.1% | 5 |
| Nov 2025 | Bellroy | 1.6K | 3.5% | 6 |
| Nov 2025 | Dagne Dover | 480 | 1% | 7 |
| Dec 2025 | Samsonite | 14.8K | 31.5% | 1 |
| Dec 2025 | Tumi | 14.8K | 31.5% | 2 |
| Dec 2025 | Targus | 9.9K | 21.1% | 3 |
| Dec 2025 | Thule | 2.9K | 6.2% | 4 |
| Dec 2025 | Herschel | 2.4K | 5.1% | 5 |
| Dec 2025 | Bellroy | 1.3K | 2.8% | 6 |
| Dec 2025 | Dagne Dover | 880 | 1.9% | 7 |
| Jan 2026 | Targus | 22.2K | 33.8% | 1 |
| Jan 2026 | Samsonite | 18.1K | 27.6% | 2 |
| Jan 2026 | Tumi | 18.1K | 27.6% | 3 |
| Jan 2026 | Thule | 3.6K | 5.5% | 4 |
| Jan 2026 | Herschel | 1.9K | 2.9% | 5 |
| Jan 2026 | Bellroy | 1.3K | 2% | 6 |
| Jan 2026 | Dagne Dover | 390 | 0.59% | 7 |
| Feb 2026 | Samsonite | 22.2K | 40.4% | 1 |
| Feb 2026 | Tumi | 14.8K | 26.9% | 2 |
| Feb 2026 | Targus | 12.1K | 22% | 3 |
| Feb 2026 | Thule | 2.9K | 5.3% | 4 |
| Feb 2026 | Herschel | 1.6K | 2.9% | 5 |
| Feb 2026 | Bellroy | 1K | 1.8% | 6 |
| Feb 2026 | Dagne Dover | 320 | 0.58% | 7 |
| Mar 2026 | Samsonite | 18.1K | 39.5% | 1 |
| Mar 2026 | Tumi | 12.1K | 26.4% | 2 |
| Mar 2026 | Targus | 9.9K | 21.6% | 3 |
| Mar 2026 | Thule | 2.9K | 6.3% | 4 |
| Mar 2026 | Herschel | 1.6K | 3.5% | 5 |
| Mar 2026 | Bellroy | 1K | 2.2% | 6 |
| Mar 2026 | Dagne Dover | 260 | 0.57% | 7 |
| Apr 2026 | Tumi | 22.2K | 35.9% | 1 |
| Apr 2026 | Dagne Dover | 12.1K | 19.6% | 2 |
| Apr 2026 | Samsonite | 12.1K | 19.6% | 3 |
| Apr 2026 | Targus | 9.9K | 16% | 4 |
| Apr 2026 | Thule | 2.9K | 4.7% | 5 |
| Apr 2026 | Herschel | 1.6K | 2.6% | 6 |
| Apr 2026 | Bellroy | 1K | 1.6% | 7 |
| May 2026 | Dagne Dover | 18.1K | 28.8% | 1 |
| May 2026 | Samsonite | 14.8K | 23.5% | 2 |
| May 2026 | Targus | 12.1K | 19.2% | 3 |
| May 2026 | Tumi | 12.1K | 19.2% | 4 |
| May 2026 | Thule | 2.9K | 4.6% | 5 |
| May 2026 | Herschel | 1.6K | 2.5% | 6 |
| May 2026 | Bellroy | 1.3K | 2.1% | 7 |
| Jun 2026 | Samsonite | 14.8K | 34.5% | 1 |
| Jun 2026 | Tumi | 12.1K | 28.2% | 2 |
| Jun 2026 | Targus | 9.9K | 23.1% | 3 |
| Jun 2026 | Thule | 2.9K | 6.8% | 4 |
| Jun 2026 | Herschel | 1.6K | 3.7% | 5 |
| Jun 2026 | Bellroy | 1.3K | 3% | 6 |
| Jun 2026 | Dagne Dover | 260 | 0.61% | 7 |
| Jul 2026 | Samsonite | 14.8K | 32.5% | 1 |
| Jul 2026 | Targus | 12.1K | 26.6% | 2 |
| Jul 2026 | Tumi | 12.1K | 26.6% | 3 |
| Jul 2026 | Thule | 2.9K | 6.4% | 4 |
| Jul 2026 | Herschel | 1.9K | 4.2% | 5 |
| Jul 2026 | Bellroy | 1.3K | 2.9% | 6 |
| Jul 2026 | Dagne Dover | 390 | 0.86% | 7 |
| Aug 2026 | Samsonite | 14.8K | 32% | 1 |
| Aug 2026 | Targus | 12.1K | 26.2% | 2 |
| Aug 2026 | Tumi | 12.1K | 26.2% | 3 |
| Aug 2026 | Thule | 2.9K | 6.3% | 4 |
| Aug 2026 | Herschel | 2.4K | 5.2% | 5 |
| Aug 2026 | Bellroy | 1.6K | 3.5% | 6 |
| Aug 2026 | Dagne Dover | 320 | 0.69% | 7 |
| Sep 2026 | Samsonite | 14.8K | 32.6% | 1 |
| Sep 2026 | Targus | 12.1K | 26.6% | 2 |
| Sep 2026 | Tumi | 12.1K | 26.6% | 3 |
| Sep 2026 | Thule | 2.9K | 6.4% | 4 |
| Sep 2026 | Herschel | 1.9K | 4.2% | 5 |
| Sep 2026 | Bellroy | 1.3K | 2.9% | 6 |
| Sep 2026 | Dagne Dover | 320 | 0.7% | 7 |

## What is being compared

- **Bellroy**: Measured on the search term “bellroy laptop bag”.
- **Dagne Dover**: Measured on the search term “dagne dover laptop bag”.
- **Herschel**: Measured on the search term “herschel laptop bag”.
- **Samsonite**: Measured on the search term “samsonite laptop bag”.
- **Targus**: Measured on the search term “targus laptop bag”.
- **Thule**: Measured on the search term “thule laptop bag”.
- **Tumi**: Measured on the search term “tumi laptop bag”.

- [Bellroy](/demand/global-en/brands/bellroy)
- [Dagne Dover](/demand/global-en/brands/dagne-dover)
- [Herschel](/demand/global-en/brands/herschel)
- [Samsonite](/demand/global-en/brands/samsonite)
- [Targus](/demand/global-en/brands/targus)
- [Thule](/demand/global-en/brands/thule)
- [Tumi](/demand/global-en/brands/tumi)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among laptop bag brands worldwide?

In September 2026, Samsonite was the most searched among laptop bag brands worldwide, with an estimated 14.8K branded searches, 32.6% of all searches for the seven we track. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Laptop bag brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/laptop-bags

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/laptop-bags. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.