Bernina vs Brother:Which is more popular by branded search?
In August 2026, Brother had more branded searches than Bernina among embroidery machine brands worldwide. Brother was estimated to have 220K branded searches compared to Bernina’s 49.5K, and held a 14.8% Share of Search versus Bernina’s 3.3%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Bernina or Brother?
Compare the embroidery machine brands people buy. 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.
Share of Search by month for Brother, Bernina. The figures are in the table below the chart.
View monthly share of search table
| Month | Husqvarna | Brother | Janome | Bernina | Melco |
|---|---|---|---|---|---|
| Oct 2025 | 79.6% | 11.5% | 4.5% | 3.7% | 0.73% |
| Nov 2025 | 76.1% | 13.4% | 5.3% | 4.3% | 0.87% |
| Dec 2025 | 72.2% | 15.6% | 6.2% | 5% | 1% |
| Jan 2026 | 73.8% | 16% | 5.2% | 4.2% | 0.85% |
| Feb 2026 | 76.1% | 13.3% | 5.3% | 4.4% | 0.87% |
| Mar 2026 | 81.3% | 10.6% | 4.3% | 2.9% | 0.87% |
| Apr 2026 | 84.6% | 8.9% | 3.6% | 2.4% | 0.58% |
| May 2026 | 84.8% | 8.7% | 3.5% | 2.4% | 0.57% |
| Jun 2026 | 82.2% | 10.6% | 4.3% | 2.3% | 0.7% |
| Jul 2026 | 76.5% | 14.6% | 4.9% | 3.3% | 0.66% |
| Aug 2026 | 76.1% | 14.8% | 5% | 3.3% | 0.81% |
| Sep 2026 | — | — | — | — | — |
How has the Bernina and Brother comparison changed over the last 12 months?
3 findings
- Brother was ahead of Bernina in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Bernina’s estimated Share of Search among embroidery machine brands worldwide moved from 3.7% to 3.3%, and its estimated monthly branded searches moved from 60.5K to 49.5K.
- Across the 11 months ending August 2026, Brother’s estimated Share of Search among embroidery machine brands worldwide moved from 11.5% to 14.8%, and its estimated monthly branded searches moved from 190K to 220K.
How did search popularity change for embroidery machine brands worldwide in August 2026?
2 changes
Brother’s estimated Share of Search among embroidery machine brands worldwide has gained ground for 3 months in a row, from 8.7% to 14.8% in August 2026.
Estimated monthly branded searches for Bernina worldwide fell 18.2% over 11 measured months, from 60.5K to 49.5K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Bernina’s and Brother’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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.