Who gets found first in luggage.

One measure of how Australians find luggage, across Google, AI answers, social platforms and brand demand. 216 brands discovered and 100 recorded, ranked on a single presence score. August 2026 edition.

Find your brand on this board

Leading this boardAugust 2026

#1Strandbags50.1

#2Antler49.4

#3Samsonite47.1

See all 100 recorded →

Measured across

Google AI Overviews ChatGPT Gemini Claude Perplexity Copilot TikTok Instagram YouTube Reddit

The board in brief

The lead 50.1 Strandbags

0.7 points clear of Antler, who sits at 49.4.

The chase 49.4–40.7 3 brands chasing

Antler 49.4
Samsonite 47.1
July 40.7

The deciding channel 45% Search discoverability

Strandbags 48.9
Antler 46.9

At 45% of the score, the lead over the next brand here moves the ranking further than any other channel's does.

Who owns each channel

Search 45% of the score Strandbags 48.9

AI 30% of the score Luggage Direct 68.9 · #6 overall

Social 15% of the score July 83.0 · #4 overall

Demand 10% of the score July 52.0 · #4 overall

The board · August 2026

1 Move — Strandbags strandbags.com.au Search 48.9 AI 53.1 Social 54.5 Demand 40.0 50.1

2 Move — Antler antler.com.au Search 46.9 AI 58.5 Social 39.6 Demand 47.5 49.4

3 Move — Samsonite samsonite.com.au Search 32.8 AI 61.1 Social 60.3 Demand 49.7 47.1

4 Move — July july.com Search 20.3 AI 46.5 Social 83.0 Demand 52.0 40.7

5 Move — American Tourister americantourister.com.au Search 16.3 AI 39.0 Social 53.2 Demand 44.8 31.5

6 Move — Luggage Direct luggagedirect.com.au Search 8.1 AI 68.9 Social 18.3 Demand 31.1 30.2

7 Move — Nere neretravel.com.au Search 13.8 AI 32.5 Social 28.4 Demand 40.0 24.2

8 Move — Kmart kmart.com.au Search 10.6 AI 19.7 Social 53.9 Demand 50.7 23.8

9 Move — Bags To Go bagstogo.com.au Search 11.3 AI 50.8 Social 13.4 Demand 0.0 22.3

10 Move — Myer myer.com.au Search 10.6 AI 28.9 Social 17.5 Demand 37.6 19.8

11 Move — Tosca Travelgoods toscatravelgoods.com.au Search 11.3 AI 27.3 Social 42.8 Demand 0.0 19.7

12 Move — Rimowa rimowa.com Search 0.0 AI 21.0 Social 51.6 Demand 43.5 18.4

13 Move — CHOICE choice.com.au Search 0.0 AI 38.4 Social 43.7 Demand 0.0 18.1

14 Move — Monos monos.au Search 0.0 AI 17.3 Social 48.4 Demand 26.9 15.1

15 Move — Bagworld bagworld.com.au Search 5.3 AI 40.0 Social 2.4 Demand 0.0 14.8

16 Move — Delsey us.delsey.com Search 2.6 AI 16.7 Social 34.5 Demand 33.8 14.7

17 Move — Sydney Luggage sydneyluggage.com.au Search 0.0 AI 46.4 Social 0.0 Demand 0.0 13.9

18 Move — Qantas qantas.com Search 5.1 AI 22.6 Social 10.6 Demand 30.7 13.7

19 Move — Big W bigw.com.au Search 2.9 AI 12.3 Social 27.5 Demand 43.5 13.5

20 Move — Crumpler crumpler.com Search 5.2 AI 21.4 Social 11.1 Demand 30.1 13.4

Head to head

Compare two brands.

Your brandTheir brand

StrandbagsRank #150.1

SearchSocial

AntlerRank #249.4

AIDemand

Search discoverability48.946.9AI visibility53.158.5Social discoverability54.539.6Brand demand40.047.5

A channel showing n/m could not be measured for that brand this edition, so neither side wins it. It is not a zero.

Method

Four channels, one number.

Each channel is scored out of 100 against the set below, on its own terms, then combined on fixed weights. Nothing in this edition passes 76 and nothing realistically will: a brand would have to lead every channel at once.

45% 30% 15% 10%

45% Organic search

Google AI Overviews

25 category keywords per board, position weighted

30% AI answers

ChatGPT Gemini Claude Perplexity Copilot AI Mode

25 questions put to 7 engines, scored on who gets named

15% Social search

TikTok Instagram YouTube Reddit

Searches run inside each platform, not on the open web

10% Brand demand

Monthly Australian search volume for the brand name and its close variants

Worked example Strandbags, ranked first on luggage

50.1 of 100

Strandbags scores 50.1

Four channels, each scored out of 100 on its own terms, then weighted and added. The dotted arc is the headroom nobody in the index has taken.

Search discoverability +22.0 48.9 scored × 45% AI visibility +15.9 53.1 scored × 30% Social discoverability +8.2 54.5 scored × 15% Brand demand +4.0 40.0 scored × 10%

Add the four contributions together and you have the presence score. A brand strong on one channel only cannot climb far, which is the point. Where a channel could not be measured its weight is shared across the rest rather than counted as zero, so the percentages here always total 100. Contributions are rounded to one decimal place.

Read the full method

Not where you expected

Not on this board, or lower than you expected?

Every brand in luggage is scored on the same four channels, whether it engages with us or not. If you are not here, or not where you thought, a strategist can tell you which channel is costing you the most and whether it is worth closing.

Talk to a strategist

A read of your four channels and what is actually movable. Scores are never influenced by working with us: the method is fixed and public.

Board alerts

A note when the numbers change.

Every edition of the luggage board, in your inbox when it publishes.

luggage board

What lands in the email

Who leads the board, and what changed at the top
Who climbed and who fell
Any brand entering the top 20
What shifted across the four channels