Brandwave

Bellroy vs The North Face:Which is more popular?

In September 2026, The North Face had more branded searches than Bellroy among backpack brands in New Zealand. The North Face had about 5,660 branded searches, while Bellroy had 4,130. The North Face made up 4.7% of all backpack brand searches we track, and Bellroy accounted for 3.4%. When we asked ChatGPT and Google AI Overviews about backpack brands, Bellroy appeared in two of the five answers and The North Face in one. Bellroy was mentioned before The North Face in two out of three answers that named either.

Among backpack brands in New Zealand in September 2026

Who do people search for more?

The North Face, about 37% more searches than Bellroy

The North Face 5.7K searchesBellroy 4.1K searches

Who does AI mention more?

Bellroy, mentioned in 2 of 5 answers, The North Face in 1

Bellroy in 2 of 5The North Face in 1 of 5

Who does AI recommend more?

Bellroy, named ahead of The North Face in 2 of 3 answers

Bellroy first in 2The North Face first in 1

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Top backpack brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bellroy was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. The North Face was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Bellroy was listed before The North Face in two out of three answers that named either.

Most recommended by AI

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

  1. Osprey1st
  2. Macpac2nd
  3. Kathmandu3rd
  4. Deuter4th
  5. Bellroy5th
  6. The North Face6th
  7. Herschel–
  8. NOMATIC–

Mentioned by AI

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

  • Kathmandu4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Macpac4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Osprey4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Deuter3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bellroy2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The North Face1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Herschel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NOMATIC0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about backpack brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is Bellroy or The North Face more popular in search?

This chart shows how often people search Google for Bellroy and The North Face by name. Each line represents a brand's share of searches for all eight backpack brands we track, month by month, from searches in New Zealand.

Bellroy and The North Face among backpack brands in New Zealand, by month

Share of searches by month for The North Face, Bellroy. The figures are in the table below the chart.

View monthly share of searches table
MonthKathmanduMacpacThe North FaceBellroyOspreyHerschelDeuterNOMATIC
Oct 202544.5%46.3%3.5%3.2%1.4%0.71%0.34%0.05%
Nov 202549.1%42.2%3%3.4%1.2%0.73%0.32%0.02%
Dec 202546.4%46.9%2.8%2.1%0.99%0.58%0.23%0.03%
Jan 202645%45.5%4.1%2.5%1.6%0.93%0.34%0.04%
Feb 202644.6%46.5%3.6%2.6%1.6%0.7%0.36%0.05%
Mar 202644.9%46.4%3.6%2.7%1.5%0.58%0.36%0.03%
Apr 202648.9%42.8%3.9%2.4%1.3%0.39%0.28%0.04%
May 202644.9%45.8%4.6%2.7%1.3%0.39%0.3%0.04%
Jun 202645.6%45.4%5.1%2.3%0.91%0.4%0.17%0.03%
Jul 202649.8%40.8%5.2%2.3%1.2%0.5%0.18%0.02%
Aug 202647.7%41.1%5.8%3.1%1.4%0.55%0.28%0.03%
Sep 202647.7%41.7%4.7%3.4%1.5%0.65%0.33%0.03%

How has the Bellroy and The North Face comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Bellroy took it in November 2025, The North Face took it in December 2025.
  • Across the 12 months ending September 2026, Bellroy’s share of searches among backpack brands in New Zealand moved from 3.2% to 3.4%, and its estimated monthly branded searches held steady at 4.1K.
  • Across the 12 months ending September 2026, The North Face’s share of searches among backpack brands in New Zealand moved from 3.5% to 4.7%, and its estimated monthly branded searches moved from 4.6K to 5.7K.

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

2 changes

  1. In September 2026, The North Face lost share of searches among backpack brands in New Zealand, from 5.8% to 4.7%.

  2. Bellroy’s share of searches among backpack brands in New Zealand has gained ground for 3 months in a row, from 2.3% to 3.4% in September 2026.

How are branded searches counted?

22 search terms

Brandwave collects information about searches that people make online using Bellroy’s and The North Face’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.

Bellroy

13 branded search terms

  • 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

The North Face

9 branded search terms

  • borealis the north face
  • the north face
  • the north face daypack
  • the north face fleece
  • the north face puffer
  • the north face raincoat
  • the north face sale
  • the north face vest
  • thenorthface

How the Brand Demand Index is measured

Other head-to-heads among backpack brands

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