Brandwave

How popular isBellroy?

In September 2026, people searched for Bellroy by name about 4,410 times in New Zealand, about the same as the previous year. These searches made up 40.7% of all New Zealand wallet brand searches, placing Bellroy second out of five brands. When we asked both ChatGPT and Google AI Overviews about wallet brands, Bellroy appeared in three of the four answers and was the most recommended of the five.

Search and AI answers in September 2026

Bellroy is the second most searched of 5 competitors and the most recommended in AI answers.

  1. Status AnxietyShare of searches 53.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
  2. BellroyShare of searches 40.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  3. SecridShare of searches 2.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  4. HerschelShare of searches 2.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. FossilShare of searches 0.54%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
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Top wallet brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Bellroy was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Bellroy is the most recommended of the five.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Bellroy1st
  2. Status Anxiety2nd
  3. Secrid3rd
  4. Herschel–
  5. Fossil–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Bellroy3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Status Anxiety2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Secrid2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Herschel0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Fossil0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about wallet brands

4 answers

  • Asked ChatGPT

    “Which wallet brand should I buy in New Zealand?”

    1. 1Bellroy
    2. 2Status Anxiety

  • Asked ChatGPT

    “What are the best wallet brands in New Zealand?”

    1. 1Bellroy
    2. 2Status Anxiety
    3. 3Secrid

  • Asked ChatGPT

    “What's the best wallet brand in New Zealand for everyday carry?”

    1. 1Bellroy
    2. 2Secrid

  • Searched Google, AI Overview

    “wallet nz”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “leather wallet”

    Not named in any answer:

    Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

    Which wallet brands compete with Bellroy?

    Bellroy against wallet brands in New Zealand, by month

    Share of searches by month for Status Anxiety, Bellroy, Secrid, Herschel. The figures are in the table below the chart.

    View monthly share of searches table
    MonthStatus AnxietyBellroySecridHerschelFossil
    Oct 202557.8%37.3%2.1%2.1%0.69%
    Nov 202558%36.7%2.6%2.1%0.59%
    Dec 202564%31.1%2.4%1.9%0.66%
    Jan 202655.8%37.3%3.1%3.1%0.67%
    Feb 202655.9%38%3.1%2.5%0.59%
    Mar 202657%37.9%2.5%2%0.49%
    Apr 202652.8%42%3.5%1.2%0.55%
    May 202651.7%42.1%3.4%2.2%0.54%
    Jun 202661.5%32.9%3.3%1.8%0.59%
    Jul 202654.6%40.4%2.3%1.9%0.78%
    Aug 202656.1%38.8%2.5%2%0.66%
    Sep 202653.6%40.7%2.8%2.3%0.54%

    1. 1.Status Anxiety

      53.6%

      Held 1st. 4.9K estimated branded searches, -16.8% vs prior month. Share -2.5 points.

    2. 2.Bellroy

      40.7%

      Held 2nd. 3.8K estimated branded searches, -8.8% vs prior month. Share +1.9 points.

    3. 3.Secrid

      2.8%

      Held 3rd. 260 estimated branded searches, 0% vs prior month. Share +0.4 points.

    4. 4.Herschel

      2.3%

      Held 4th. 210 estimated branded searches, 0% vs prior month. Share +0.3 points.

    5. 5.Fossil

      0.54%

      Held 5th. 50 estimated branded searches, -28.6% vs prior month. Share -0.1 points.

    Compare popularity between Bellroy and its closest rivals

    Every comparison with Bellroy

    13 comparisons

    How has branded search demand for Bellroy changed in New Zealand over the last 12 months?

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Bellroy in New Zealand held steady, from 4.5K to 4.4K.
    • Across the 12 months ending September 2026, Bellroy’s share of searches among wallet brands in New Zealand increased from 37.3% to 40.7%.
    • Across the 12 months ending September 2026, Bellroy’s share of searches among wallet brands in New Zealand peaked at 42.1% in May 2026 and was lowest at 31.1% in December 2025.

    How did search popularity change for New Zealand wallet brands in September 2026?

    5 changes

    1. In September 2026, Bellroy gained share of searches among wallet brands in New Zealand, from 38.8% to 40.7%.

    2. In September 2026, Status Anxiety lost share of searches among wallet brands in New Zealand, from 56.1% to 53.6%.

    3. Herschel’s share of searches among wallet brands in New Zealand has gained ground for 3 months in a row, from 1.8% to 2.3% in September 2026.

    4. Estimated monthly branded searches for Secrid in New Zealand rose 23.8% over 12 measured months, from 210 to 260 in September 2026.

    5. Estimated monthly branded searches for Fossil in New Zealand fell 28.6% over 12 measured months, from 70 to 50 in September 2026.

    How are Bellroy’s branded searches counted?

    15 search terms

    Brandwave collects information about searches that people make online using Bellroy’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.

    • backpack bellroy
    • bellroy
    • bellroy aus
    • bellroy backpack
    • bellroy bag
    • bellroy laptop sleeve
    • bellroy outlet
    • bellroy pack
    • bellroy tech kit
    • bellroy tokyo tote
    • bellroy tote
    • bellroy transit workpack
    • bellroy travel backpack
    • bellroy travel wallet
    • bellroy wallet

    Do you work for Bellroy? 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

    Where does Bellroy compete?

    Bellroy 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 searchesRanking
    Backpack brands4th of 83.4%Show ranking
    Wallet brands2nd of 540.7%Shown above
    Laptop backpack brands2nd of 58.4%Show ranking
    Creator with pink hair and a pink jacket

    Is Bellroy your brand?

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