Global luggage leader Samsonite Group has announced a definitive agreement to acquire BÉIS, the fast-growing lifestyle and travel brand founded by actress Shay Mitchell. The transaction, which values BÉIS at an enterprise value of approximately $210 million, marks a significant strategic move for Samsonite to bolster its digital presence and expand its reach among younger consumers. This acquisition combines Samsonite's extensive global platform with the digitally native prowess of a highly successful modern brand.
A Strategic Acquisition for Growth
This acquisition aligns directly with Samsonite's key growth priorities, which include elevating consumer-centric brands and strengthening its digital capabilities. By integrating BÉIS, Samsonite gains a stronger foothold in the lifestyle bag category and enhances its growth profile in the crucial North American market. The deal is designed to leverage BÉIS's innovative product line and strong consumer connection to drive multi-channel growth across the group.
Kyle Gendreau, CEO of Samsonite Group, emphasized the strategic fit, highlighting BÉIS's impressive leadership and loyal customer base. He noted the significant opportunities to accelerate BÉIS's long-term growth by utilizing Samsonite's global distribution network and operational expertise. The parent company intends to preserve the unique brand identity and creative spirit that have been central to BÉIS's success.
BÉIS's Digital-First Success Story
Launched in 2018 and incubated by Beach House Group, BÉIS rapidly carved out a niche with its differentiated luggage and lifestyle bags. The brand's success is rooted in its sophisticated digital marketing, which leverages social media and creator partnerships to foster exceptional consumer engagement. This strategy propelled the company to generate approximately $210 million in revenue in 2025 with attractive profit margins.
With a social media following exceeding 1.4 million on Instagram, BÉIS has cultivated a powerful community, particularly among younger, predominantly female consumers. Its product mix, with lifestyle bags comprising about 50% of sales, offers Samsonite valuable diversification. The brand's authentic storytelling and best-in-class e-commerce ecosystem have become a model for modern, direct-to-consumer success in the industry.
Leadership and Future Operations
Under the new ownership, BÉIS will continue to operate as a standalone brand within the Samsonite portfolio, ensuring its distinct identity is maintained. Adeela Hussain Johnson, who has led the brand since its inception, will remain as CEO, providing crucial leadership continuity. This structure is intended to preserve the entrepreneurial culture and agility that have defined the brand's rapid ascent.
Founder Shay Mitchell will remain deeply integrated with the brand's future, retaining a 15% ownership stake and continuing in her role as Founder and Head of Creative and Design. Mitchell expressed her enthusiasm for the partnership, viewing Samsonite's resources as a catalyst for achieving greater global scale. Her continued creative guidance is considered vital for the brand's long-term vision and product innovation.
Financial and Transactional Details
The transaction values BÉIS at approximately $210 million on a cash-free, debt-free basis. Samsonite Group is set to acquire an 85% equity stake for $178.5 million, which will be funded through cash on hand and its revolving credit facility. The deal is expected to close in the fourth quarter of 2026, subject to customary regulatory approvals and closing conditions.
This acquisition represents a successful exit for the brand incubator Beach House Group, which is selling its majority ownership stake. While the deal is expected to have a minimal initial impact on Samsonite's profitability, the company anticipates achieving operating efficiencies over time. The integration of BÉIS is projected to enhance Samsonite Group's overall net sales growth profile moving forward.
Ultimately, the acquisition of BÉIS by Samsonite represents a powerful synergy between a legacy industry leader and a disruptive digital native. The partnership is poised to unlock new growth avenues by combining Samsonite's global scale and operational strength with BÉIS's authentic brand connection and digital marketing expertise. This strategic move positions both companies for sustained success in an increasingly competitive and evolving global travel goods market.