Brandwave

How popular isTumi in search?

In August 2026, there were an estimated 940 branded searches for Tumi in New Zealand which is down 7.8% over the last 11 months. Tumi holds 6.6% estimated Share of Search among New Zealand luggage brands and is ranked 5th of 8 competitors for search popularity.

Share of Search, August 2026
  1. Samsonite45.8%
  2. American Tourister18.1%
  3. July13.1%
  4. Antler8.5%
  5. Tumi6.6%
  6. Delsey3.9%
  7. Away3.2%
  8. Monos0.84%
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Which luggage brands compete with Tumi?

Tumi against luggage brands in New Zealand, by month

Share of Search by month for Samsonite, American Tourister, July, Antler, Tumi, Delsey, Away. The figures are in the table below the chart.

View monthly share of search table
MonthSamsoniteAmerican TouristerJulyAntlerTumiDelseyAwayMonos
Oct 202547.2%18.7%12.5%6.9%8%4.5%1.4%0.71%
Nov 202550.2%17.2%13.5%6.1%5.8%3.9%2.5%0.76%
Dec 202550.7%17.7%11.2%6.1%7.6%4.1%1.9%0.72%
Jan 202649%17.4%12.5%6.8%7.8%4%1.9%0.59%
Feb 202646.2%16.3%18.5%6%6.8%4%1.7%0.56%
Mar 202652.2%14.4%13.1%6%6.4%4.3%2.7%0.84%
Apr 202651.4%15.4%11%8.2%7.5%3.5%2.3%0.53%
May 202647.1%17.1%12.5%7.5%6.8%3.6%3.4%2%
Jun 202646.5%15.8%12.1%6.2%5.7%3.8%6.5%3.5%
Jul 202645%18.1%12.7%7.7%5.7%4.7%4.7%1.4%
Aug 202645.8%18.1%13.1%8.5%6.6%3.9%3.2%0.84%
Sep 2026————————

  1. 1.Samsonite

    45.8%

    held 1st · 6.6K estimated branded searches · -1.2% vs prior month · +0.8 points

  2. 2.American Tourister

    18.1%

    held 2nd · 2.6K estimated branded searches · -3.4% vs prior month · -0.1 points

  3. 3.July

    13.1%

    held 3rd · 1.9K estimated branded searches · +0.53% vs prior month · +0.4 points

  4. 4.Antler

    8.5%

    held 4th · 1.2K estimated branded searches · +7% vs prior month · +0.8 points

  5. 5.Tumi

    6.6%

    held 5th · 940 estimated branded searches · +11.9% vs prior month · +0.9 points

  6. 6.Delsey

    3.9%

    moved from 7th to 6th · 560 estimated branded searches · -18.8% vs prior month · -0.8 points

  7. 7.Away

    3.2%

    moved from 6th to 7th · 460 estimated branded searches · -33.3% vs prior month · -1.5 points

  8. 8.Monos

    0.84%

    held 8th · 120 estimated branded searches · -42.9% vs prior month · -0.6 points

Compare search popularity between Tumi and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Tumi in New Zealand fell from 1K to 940.
  • Across the 11 months ending August 2026, Tumi’s estimated Share of Search among luggage brands in New Zealand decreased from 8% to 6.6%.
  • Across the 11 months ending August 2026, Tumi’s estimated Share of Search among luggage brands in New Zealand peaked at 8% in October 2025 and was lowest at 5.7% in June 2026.
  • Across the 11 months ending August 2026, Tumi fell from 4th to 5th among luggage brands in New Zealand.

How did search popularity change for New Zealand luggage brands in August 2026?

  1. In August 2026, Tumi gained estimated Share of Search among luggage brands in New Zealand, from 5.7% to 6.6%.

  2. In August 2026, Samsonite gained estimated Share of Search among luggage brands in New Zealand, from 45% to 45.8%.

  3. In August 2026, Antler gained estimated Share of Search among luggage brands in New Zealand, from 7.7% to 8.5%.

  4. In August 2026, Away lost estimated Share of Search among luggage brands in New Zealand, from 4.7% to 3.2%.

  5. In August 2026, Delsey lost estimated Share of Search among luggage brands in New Zealand, from 4.7% to 3.9%.

  6. In August 2026, Monos lost estimated Share of Search among luggage brands in New Zealand, from 1.4% to 0.84%.

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.

10 branded search terms

  • tumi
  • tumi backpack
  • tumi bags
  • tumi carry on
  • tumi com
  • tumi laptop bag
  • tumi luggage
  • tumi near me
  • tumi nz
  • tumi suitcase

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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