--- title: "Briggs & Riley vs Tumi: Which is searched more in New Zealand?" description: "Is Briggs & Riley or Tumi more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Luggage brands set in New Zealand. 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." canonical: "https://gobrandwave.com/demand/nz/compare/briggs-and-riley-vs-tumi" publisher: "Brandwave" --- # Briggs & Riley vs Tumi: Which is searched more in New Zealand? Is Briggs & Riley or Tumi more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Luggage brands set in New Zealand. 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. ## Key facts - **Compared**: Briggs & Riley and Tumi - **Competitive set**: Luggage brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Briggs & Riley Share of Search**: 1.6% - **Tumi Share of Search**: 6.5% ## Is Briggs & Riley or Tumi more popular in search? - In September 2026, Tumi had more branded searches than Briggs & Riley among luggage brands in New Zealand. Tumi had about 700 branded searches, while Briggs & Riley had 170. Tumi made up 6.5% of all luggage brand searches we track, and Briggs & Riley accounted for 1.6%. - Tumi was ahead of Briggs & Riley in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Briggs & Riley’s share of searches among luggage brands in New Zealand moved from 1.3% to 1.6%, and its estimated monthly branded searches moved from 140 to 170. - Across the 12 months ending September 2026, Tumi’s share of searches among luggage brands in New Zealand moved from 8.4% to 6.5%, and its estimated monthly branded searches moved from 870 to 700. ## Top luggage brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Briggs & Riley was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Tumi was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Briggs & Riley was listed before Tumi in every answer that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Samsonite | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Antler | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | American Tourister | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Briggs & Riley | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | July | 5th | 3 of 3 | 1 of 2 | 4 of 5 | | Away | 6th | 0 of 3 | 1 of 2 | 1 of 5 | | Monos | 7th | 0 of 3 | 1 of 2 | 1 of 5 | | Tumi | 8th | 0 of 3 | 1 of 2 | 1 of 5 | | Delsey | 9th | 1 of 3 | 0 of 2 | 1 of 5 | ## Every AI answer about luggage brands - Asked ChatGPT "Which luggage brand should I buy in New Zealand?": 1. Samsonite, 2. American Tourister, 3. July, 4. Antler - Asked ChatGPT "What are the best luggage brands in New Zealand?": 1. Samsonite, 2. American Tourister, 3. Antler, 4. July, 5. Delsey, 6. Briggs & Riley - Asked ChatGPT "What's the best luggage brand in New Zealand for frequent travel?": 1. Samsonite, 2. Briggs & Riley, 3. Antler, 4. July - Searched Google, AI Overview "carry on luggage nz": 1. Samsonite - Searched Google, AI Overview "best luggage brands": 1. Samsonite, 2. Antler, 3. Briggs & Riley, 4. Away, 5. Monos, 6. Tumi, 7. American Tourister, 8. July Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand luggage brands in September 2026? - Estimated monthly branded searches for Briggs & Riley in New Zealand rose 21.4% over 12 measured months, from 140 to 170 in September 2026. - Estimated monthly branded searches for Tumi in New Zealand fell 19.5% over 12 measured months, from 870 to 700 in September 2026. ## Month by month | Month | Briggs & Riley estimated searches | Briggs & Riley Share of Search | Briggs & Riley rank | Tumi estimated searches | Tumi Share of Search | Tumi rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 140 | 1.3% | 8 | 870 | 8.4% | 5 | | Nov 2025 | 210 | 1.5% | 8 | 770 | 5.5% | 5 | | Dec 2025 | 170 | 1.5% | 8 | 860 | 7.6% | 4 | | Jan 2026 | 260 | 2.3% | 7 | 870 | 7.7% | 5 | | Feb 2026 | 170 | 1.6% | 8 | 710 | 6.8% | 5 | | Mar 2026 | 210 | 2% | 8 | 690 | 6.5% | 5 | | Apr 2026 | 210 | 1.9% | 8 | 860 | 7.9% | 5 | | May 2026 | 170 | 1.5% | 9 | 730 | 6.4% | 5 | | Jun 2026 | 170 | 1.4% | 9 | 650 | 5.5% | 6 | | Jul 2026 | 210 | 1.7% | 8 | 680 | 5.4% | 5 | | Aug 2026 | 210 | 1.8% | 8 | 770 | 6.5% | 5 | | Sep 2026 | 170 | 1.6% | 8 | 700 | 6.5% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using Briggs & Riley’s and Tumi’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. - **Briggs & Riley**: Measured on the search terms “briggs & riley” and “briggs and riley”, summed into one figure. - **Tumi**: Measured on the search terms “tumi”, “tumi backpack”, “tumi bags”, “tumi carry on”, “tumi laptop bag”, “tumi luggage” and “tumi suitcase”, summed into one figure. - [Briggs & Riley profile](/demand/nz/brands/briggs-and-riley) - [Tumi profile](/demand/nz/brands/tumi) - [All luggage brands in New Zealand](/demand/nz/categories/nz-luggage-brands): The set both shares are measured inside, 9 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Briggs & Riley or Tumi more popular in search? In September 2026, Tumi had more branded searches than Briggs & Riley among luggage brands in New Zealand. Tumi had about 700 branded searches, while Briggs & Riley had 170. Tumi made up 6.5% of all luggage brand searches we track, and Briggs & Riley accounted for 1.6%. ## Cite this page Brandwave. "Briggs & Riley vs Tumi: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/briggs-and-riley-vs-tumi This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/briggs-and-riley-vs-tumi. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.