Samsonite vs Thule:Which is more popular?
In September 2026, Samsonite had more branded searches than Thule among laptop backpack brands in New Zealand. Samsonite had about 3,100 branded searches, while Thule had 100. Samsonite made up 80.9% of all laptop backpack brand searches we track, and Thule accounted for 2.6%. When we asked ChatGPT and Google AI Overviews about laptop backpack brands, Samsonite appeared in all five answers and Thule in three. Thule was mentioned before Samsonite in two out of three answers.
Who do people search for more?
Samsonite, about 31 searches for every 1 for Thule
Who does AI mention more?
Samsonite, mentioned in every answer we collected
Who does AI recommend more?
Thule, named ahead of Samsonite in 2 of 3 answers
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Top laptop backpack brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Samsonite appeared in all five answers. Thule was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Thule was listed before Samsonite in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Samsonite5 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
Osprey3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Thule3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ogio0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about laptop backpack brands
5 answers
Asked ChatGPT
“Which laptop backpack brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best laptop backpack brands in New Zealand?”
Asked ChatGPT
“What's the best laptop backpack brand in New Zealand for a laptop?”
Searched Google, AI Overview
“laptop backpack nz”
Searched Google, AI Overview
“laptop bag for work”
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.
Is Samsonite or Thule more popular in search?
This chart shows how often people search Google for Samsonite and Thule by name. Each line represents a brand's share of searches for all five laptop backpack brands we track, month by month, from searches in New Zealand.
Share of searches by month for Samsonite, Thule. The figures are in the table below the chart.
View monthly share of searches table
| Month | Samsonite | Bellroy | Osprey | Thule | Ogio |
|---|---|---|---|---|---|
| Oct 2025 | 79.9% | 8.8% | 4.7% | 4.1% | 2.5% |
| Nov 2025 | 83.1% | 7.8% | 5.2% | 2.4% | 1.4% |
| Dec 2025 | 83% | 6% | 6% | 3.4% | 1.6% |
| Jan 2026 | 79% | 8.2% | 6.6% | 3.8% | 2.3% |
| Feb 2026 | 77.9% | 7.6% | 7.6% | 4.4% | 2.6% |
| Mar 2026 | 79.1% | 8.5% | 6.9% | 3.2% | 2.4% |
| Apr 2026 | 77.7% | 9.5% | 7.7% | 3% | 2.1% |
| May 2026 | 78.4% | 8.8% | 7.1% | 3.3% | 2.5% |
| Jun 2026 | 78.6% | 10.5% | 5.7% | 3.2% | 1.9% |
| Jul 2026 | 75.6% | 10.6% | 8.7% | 3.3% | 1.9% |
| Aug 2026 | 75.5% | 10.2% | 8.3% | 4.2% | 1.8% |
| Sep 2026 | 80.9% | 8.4% | 6.8% | 2.6% | 1.3% |
How has the Samsonite and Thule comparison changed over the last 12 months?
3 findings
- Samsonite was ahead of Thule in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Samsonite’s share of searches among laptop backpack brands in New Zealand moved from 79.9% to 80.9%, and its estimated monthly branded searches moved from 2.9K to 3.1K.
- Across the 12 months ending September 2026, Thule’s share of searches among laptop backpack brands in New Zealand moved from 4.1% to 2.6%, and its estimated monthly branded searches moved from 150 to 100.
How did search popularity change for New Zealand laptop backpack brands in September 2026?
2 changes
In September 2026, Samsonite gained share of searches among laptop backpack brands in New Zealand, from 75.5% to 80.9%.
In September 2026, Thule lost share of searches among laptop backpack brands in New Zealand, from 4.2% to 2.6%.
How are branded searches counted?
9 search terms
Brandwave collects information about searches that people make online using Samsonite’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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