Bellroy vs Thule:Which is more popular?
In September 2026, Thule had more branded searches than Bellroy among laptop sleeve brands worldwide. Thule had about 301,000 branded searches, while Bellroy had 201,000. Thule made up 33.2% of all laptop sleeve brand searches we track, and Bellroy accounted for 22.2%. When we asked ChatGPT and Google AI Overviews about laptop sleeve brands, Bellroy appeared in four of the five answers and Thule in three. Bellroy was mentioned before Thule in three out of five answers.
Who do people search for more?
Thule, about 50% more searches than Bellroy
Who does AI mention more?
Bellroy, mentioned in 4 of 5 answers, Thule in 3
Who does AI recommend more?
Bellroy, named ahead of Thule in 3 of 5 answers
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Top laptop sleeve brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Bellroy was mentioned in four out of five: in all three ChatGPT answers and in one of the 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. Bellroy was listed before Thule in three out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
tomtoc1st
Incase2nd- Bellroy3rd
- Thule4th
Native Union5th- MOSISO6th
Herschel7th
Case Logic–
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
Asked ChatGPT
“Which laptop sleeve brand should I buy?”
Asked ChatGPT
“What are the best laptop sleeve brands?”
Asked ChatGPT
“What's the best laptop sleeve brand for everyday carrying?”
Searched Google, AI Overview
“laptop sleeve brands”
Searched Google, AI Overview
“best laptop sleeve”
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.
Is Bellroy or Thule more popular in search?
This chart shows how often people search Google for Bellroy and Thule by name. Each line represents a brand's share of searches for all nine laptop sleeve brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Thule, Bellroy. The figures are in the table below the chart.
View monthly share of searches table
| Month | Thule | Bellroy | Herschel | Incase | tomtoc | Native Union | Case Logic | Inateck | MOSISO |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34.6% | 23.1% | 15.5% | 12.6% | 7.4% | 3.8% | 1.4% | 1.1% | 0.5% |
| Nov 2025 | 36.5% | 24.4% | 16.3% | 9% | 7.7% | 3.3% | 1.2% | 1.2% | 0.43% |
| Dec 2025 | 37% | 24.7% | 16.6% | 9.1% | 6.5% | 3.3% | 1.3% | 1% | 0.51% |
| Jan 2026 | 43.5% | 19.4% | 16% | 8.7% | 6.3% | 3.2% | 1.2% | 1.2% | 0.5% |
| Feb 2026 | 37.4% | 20.5% | 16.8% | 11.2% | 8.1% | 2.8% | 1.6% | 1.2% | 0.57% |
| Mar 2026 | 38.7% | 21.1% | 14.2% | 11.6% | 8.2% | 2.8% | 1.3% | 1.3% | 0.8% |
| Apr 2026 | 40.3% | 22% | 14.8% | 9.9% | 7% | 3% | 1.4% | 1.1% | 0.44% |
| May 2026 | 44.6% | 19.9% | 13.4% | 9% | 7.8% | 2.7% | 1% | 0.99% | 0.55% |
| Jun 2026 | 39.8% | 21.7% | 14.6% | 9.8% | 9.1% | 2.4% | 1.1% | 1.1% | 0.44% |
| Jul 2026 | 43.3% | 19.4% | 15.9% | 8.7% | 7.8% | 2.6% | 1% | 0.96% | 0.39% |
| Aug 2026 | 33.8% | 22.6% | 22.6% | 8.3% | 7.4% | 2.5% | 1.2% | 1.1% | 0.46% |
| Sep 2026 | 33.2% | 22.2% | 18.2% | 10% | 8.8% | 4.5% | 1.4% | 1.3% | 0.54% |
How has the Bellroy and Thule comparison changed over the last 12 months?
3 findings
- Thule was ahead of Bellroy in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bellroy’s share of searches among laptop sleeve brands worldwide moved from 23.1% to 22.2%, and its estimated monthly branded searches held steady at 201K.
- Across the 12 months ending September 2026, Thule’s share of searches among laptop sleeve brands worldwide moved from 34.6% to 33.2%, and its estimated monthly branded searches held steady at 301K.
How did search popularity change for laptop sleeve brands worldwide in September 2026?
1 change
In September 2026, Thule lost share of searches among laptop sleeve brands worldwide, from 33.8% to 33.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Bellroy’s and Thule’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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