Brandwave

How popular isSteelcase?

In September 2026, people searched for Steelcase by name about 18,100 times in the United States, an 18.5% decrease from the previous year. These searches made up 7.6% of all United States office chair brand searches, placing Steelcase third out of 11 brands. When we asked both ChatGPT and Google AI Overviews about office chair brands, Steelcase appeared in all answers and was the most recommended of the 11.

Search and AI answers in September 2026

Steelcase is the third most searched of 11 competitors and the most recommended in AI answers.

  1. Herman MillerShare of searches 37.8%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
  2. SecretlabShare of searches 37.8%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th
  3. SteelcaseShare of searches 7.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  4. BranchShare of searches 2.8%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  5. HaworthShare of searches 2.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th

+6 more

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Top office chair brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Steelcase appeared in all four answers. Steelcase is the most recommended of the 11.

Most recommended by AI

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

  1. Steelcase1st
  2. Branch2nd
  3. Herman Miller3rd
  4. Haworth4th
  5. Sihoo5th
  6. Secretlab6th
  7. X-Chair–
  8. Hbada–
  9. Razer–
  10. Humanscale–
  11. +1 more

Mentioned by AI

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

  • Herman Miller4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Steelcase4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Branch3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Haworth2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sihoo2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Secretlab1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • X-Chair0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hbada0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Razer0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Humanscale0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+1 more

See every answer about office chair brands

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 26, 2026.

Which office chair brands compete with Steelcase?

Steelcase against office chair brands in the United States, by month

Share of searches by month for Herman Miller, Secretlab, Steelcase, Branch, Haworth, X-Chair, Sihoo. The figures are in the table below the chart.

View monthly share of searches table
MonthHerman MillerSecretlabSteelcaseBranchHaworthX-ChairSihooHbadaRazerHumanscaleAutonomous
Oct 202537.6%37.6%9.2%2.7%2.7%3.4%0.79%1.5%1.5%1.8%1.2%
Nov 202531.6%47.4%6.4%2.3%2.8%2.8%0.83%1.9%1.6%1.3%1%
Dec 202531.8%47.8%6.4%1.9%2.3%2.9%0.84%2.3%1.6%1%1%
Jan 202635.6%43.6%7.2%2.1%2.6%2.6%0.78%1.7%1.4%1.2%1.2%
Feb 202638.7%38.7%7.7%2.3%2.8%2.8%0.81%1.9%1.5%1.5%1%
Mar 202642.4%34.9%8.6%2.5%2.5%2.5%0.93%1.7%1.4%1.4%1.1%
Apr 202638.5%38.5%7.7%2.8%2.8%2.3%1.2%1.9%1.5%1.5%1.2%
May 202635.4%43%7.1%2.6%2.6%2.6%1.1%1.4%1.4%1.7%1.1%
Jun 202635.5%43.2%7.1%2.1%2.6%2.6%1.1%1.7%1.4%1.4%1.1%
Jul 202642.1%34.6%8.5%2.5%2.5%2.5%1.4%1.7%1.7%1.4%1.1%
Aug 202638.3%38.3%7.7%2.8%2.8%2.3%1.9%1.5%1.5%1.5%1.3%
Sep 202637.8%37.8%7.6%2.8%2.8%2.8%2.3%1.8%1.8%1.5%1.2%

  1. 1.Herman Miller

    37.8%

    Held 1st. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.5 points.

  2. 2.Secretlab

    37.8%

    Held 2nd. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.5 points.

  3. 3.Steelcase

    7.6%

    Held 3rd. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.2 points.

  4. 4.Branch

    2.8%

    Held 4th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.1 points.

  5. 5.Haworth

    2.8%

    Held 5th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.1 points.

  6. 6.X-Chair

    2.8%

    Held 6th. 6.6K estimated branded searches, 0% vs prior month. Share +0.5 points.

  7. 7.Sihoo

    2.3%

    Held 7th. 5.4K estimated branded searches, 0% vs prior month. Share +0.4 points.

  8. 8.Hbada

    1.8%

    Held 8th. 4.4K estimated branded searches, 0% vs prior month. Share +0.3 points.

  9. 9.Razer

    1.8%

    Moved from 10th to 9th. 4.4K estimated branded searches, 0% vs prior month. Share +0.3 points.

  10. 10.Humanscale

    1.5%

    Moved from 9th to 10th. 3.6K estimated branded searches, -18.2% vs prior month. Share 0 points.

  11. 11.Autonomous

    1.2%

    Held 11th. 2.9K estimated branded searches, -19.4% vs prior month. Share 0 points.

Compare popularity between Steelcase and its closest rivals

Every comparison with Steelcase

10 comparisons

How has branded search demand for Steelcase changed in the United States over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Steelcase in the United States fell from 22.2K to 18.1K.
  • Across the 12 months ending September 2026, Steelcase’s share of searches among office chair brands in the United States decreased from 9.2% to 7.6%.
  • Across the 12 months ending September 2026, Steelcase’s share of searches among office chair brands in the United States peaked at 9.2% in October 2025 and was lowest at 6.4% in November 2025.

How did search popularity change for United States office chair brands in September 2026?

6 changes

  1. In September 2026, Herman Miller lost share of searches among office chair brands in the United States, from 38.3% to 37.8%.

  2. In September 2026, Secretlab lost share of searches among office chair brands in the United States, from 38.3% to 37.8%.

  3. Sihoo’s share of searches among office chair brands in the United States has gained ground for 3 months in a row, from 1.1% to 2.3% in September 2026.

  4. In September 2026, Razer rose from 10th to 9th among office chair brands in the United States.

  5. In September 2026, Humanscale fell from 9th to 10th among office chair brands in the United States.

  6. Estimated monthly branded searches for Hbada in the United States rose 22.2% over 12 measured months, from 3.6K to 4.4K in September 2026.

How are Steelcase’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Steelcase’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • steelcase chair

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How the Brand Demand Index is measured

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