Bellroy – D2C Ranking & Growth Metrics
Wallets, bags, luggage and tech accessories for everyday carry
Last updated · August 2026 edition · method v1.3
Bellroy ranks #6 of 366 D2C brands in the August 2026 edition and #1 of 15 in Travel & Bags, unchanged on last month. We estimate Bellroy's revenue is flat year on year (high confidence). Branded search is steady over the past year. Among travel & bags brands selling everyday carry goods, its closest competitor is United by Blue (#287).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Bellroy is today: #6 of 366 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: roughly flat (50 = flat).
what drives the score Is Bellroy's revenue growing?
We estimate Bellroy's revenue is flat year on year (high confidence). Branded search is steady and site traffic is steady year on year, pointing the same way, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Bellroy growing?
Bellroy's Momentum score is 51.7, which means it is roughly flat (50 means flat; a brand that doubled would score about 88). Branded search is steady over the past 12 months. Site traffic is steady over the same 12 months. Its size score is driven most by branded search demand, with social audience relatively weakest.
About Bellroy
Bellroy designs wallets, bags, luggage and tech accessories for everyday use, aimed at people who want practical, well-made gear for work, travel and daily life. The brand sells directly through its own website as well as through stockists, positioning its products around durability, considered materials and thoughtful design rather than trends. Its range spans travel wallets, backpacks, totes, packing cubes, phone cases and laptop sleeves, often updated with new editions and materials.
Bellroy branded search volume
How often people search for Bellroy by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is steady. Demand is fairly steady through the year.
Bellroy's audience, products and channels
Social audience
- Instagram bellroy 427,473
- TikTok bellroy_official 42,700
- YouTube 28,700
Also on Pinterest and Facebook.
Followers as shown on each platform, end of August 2026.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Australia, Canada, the UK and Germany.
Ecommerce stack
- TrackingGoogle Tag Manager
Tools detected on bellroy.com; detection covers common apps and may miss some.
Bellroy competitors
The travel & bags brands closest to Bellroy: same kind of product first, then the nearest in size. See every brand in Travel & Bags or the full D2C brand rankings.
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Bellroy: common questions
What does Bellroy sell?
Wallets, bags, luggage and tech accessories for everyday carry. Known for: Wallets, Backpacks, Travel luggage, Phone cases and Packing cubes.
Where is Bellroy from?
Bellroy is based in Melbourne, Australia.
Where can you buy Bellroy?
Bellroy sells through its own online store and selected retailers. Its online store is at bellroy.com.
When was Bellroy founded?
Bellroy was founded in 2010.
Is Bellroy's revenue growing?
We estimate Bellroy's revenue is flat year on year (high confidence). Branded search is steady and site traffic is steady year on year, pointing the same way, so confidence is high. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Bellroy's competitors?
Bellroy's closest competitors in the Travel & Bags category are United by Blue, Peak Design, CALPAK and Monos.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.3. See the methodology, or report a correction.