Samsonite Group has entered into an agreement to acquire BÉIS, a digitally native lifestyle and travel brand founded by actress and entrepreneur Shay Mitchell and incubated by Beach House Group, in a transaction valuing BÉIS at approximately $210 million.
The deal is expected to expand Samsonite Group’s presence in lifestyle bags, strengthen its digital and e-commerce capabilities, and increase its exposure to younger and predominantly female consumers.
Founded in 2018, BÉIS offers luggage and lifestyle bags and has built a highly engaged customer base through social media, creator partnerships, brand collaborations, and a digital-first marketing strategy.
The brand has accumulated more than 1.4 million followers on Instagram and more than 619,000 followers on TikTok.
BÉIS generated approximately $210 million in net sales during 2025 and operates profitably. Lifestyle bags represent approximately 50% of the company’s net sales, giving Samsonite additional exposure to a category it views as an attractive area for growth.
Samsonite plans to use its global distribution network, product innovation capabilities, sourcing expertise, and logistics infrastructure to introduce BÉIS to more consumers and expand the brand internationally.
The acquisition is expected to have minimal impact on Samsonite Group’s profitability at closing, with opportunities to generate operating efficiencies over time as BÉIS grows within Samsonite’s broader platform.
Following completion of the transaction, BÉIS will continue operating as a standalone brand within Samsonite Group.
BÉIS CEO Adeela Hussain Johnson and the company’s existing management team will continue leading the business.
Mitchell has agreed to roll over approximately half of her current equity in BÉIS and will retain a 15% ownership stake following completion of the transaction.
She will also remain involved with the company as Founder and Head of Creative and Design, continuing to oversee BÉIS’ long-term creative and product vision.
Beach House Group, which currently holds a 70% majority ownership stake in BÉIS, will sell its entire position through the transaction.
The acquisition represents a total enterprise value of approximately $210 million on a cash-free, debt-free basis, subject to a customary net working capital adjustment.
Samsonite Group will acquire 85% of BÉIS’ equity for $178.5 million. The purchase will be funded through cash on hand and available borrowing capacity under Samsonite’s revolving credit facility.
The acquisition fits with several of Samsonite Group’s strategic priorities, including strengthening its portfolio of consumer-oriented brands, expanding into lifestyle categories, improving digital capabilities, and creating additional opportunities for multi-channel growth.
BÉIS also gives Samsonite a brand with a different consumer profile from its existing portfolio, which includes Samsonite, TUMI, and American Tourister.
The companies believe combining BÉIS’ digital marketing and consumer engagement capabilities with Samsonite’s global operating infrastructure could accelerate growth while preserving the brand identity and entrepreneurial culture that helped BÉIS scale.
The transaction is expected to close during the fourth quarter of 2026, subject to regulatory approvals and customary closing conditions.
BofA Securities is serving as financial advisor to Samsonite Group, while Ropes & Gray is serving as legal counsel and Joele Frank, Wilkinson Brimmer Katcher is serving as strategic communications advisor.
Raymond James is serving as financial advisor to BÉIS, while Granderson Des Rochers is serving as legal counsel. Grubman Shire Meiselas & Sacks is advising Mitchell, while Hirschfeld Kraemer is serving as legal counsel to Hussain Johnson and Elizabeth Money.
KEY QUOTES:
“We’re excited to welcome BÉIS into our family of innovative and iconic brands. This transaction aligns closely with our key growth priorities: elevating awareness of consumer-centric brands, strengthening our digital capabilities to further support multi-channel growth, expanding our presence in lifestyle bags, and continuing to deliver innovative products that resonate with consumers around the world.”
“BÉIS is spearheaded by an impressive leadership team and has cultivated a loyal customer following through differentiated products, authentic storytelling and a best-in-class digital-first business model. We see significant opportunities to accelerate BÉIS’ long-term growth, while preserving the entrepreneurship, creativity, and strong brand identity that have fueled the enterprise’s success since its founding.”
Kyle Gendreau, CEO of Samsonite Group
“This is a dream come true. I’m so proud of what our small but mighty team has built over the past eight years. We’ve always dreamed big, and joining the Samsonite Group gives us the chance to dream even bigger.”
“They’re truly the perfect partner – our strengths complement each other so well, together we can take BÉIS places we couldn’t have on our own. I’m so thankful that I get to do something I love every day. Eight years in, I’m as excited as I was on day one. It honestly feels like we’re just getting started, and I can’t wait for everyone to see what’s next.”
Shay Mitchell, Founder and Chief Creative Officer of BÉIS
“I’m incredibly proud of what our team has built since launching BÉIS – a profitable brand with a loyal community, built on thoughtfully designed products that make travel and everyday life easier.”
“Samsonite Group shares our commitment to innovation, quality and consumer centricity, and their global scale, operational expertise and international platform will help us accelerate that growth and reach even more consumers. I’m excited to keep leading the team and business into its next chapter, staying true to the creativity and authenticity that have defined BÉIS from day one.”
Adeela Hussain Johnson, CEO of BÉIS
“When we incubated BÉIS, we recognized immediately that this was a special brand destined for great things. We’re incredibly proud to have helped bring Shay’s vision to life.”
“This exit is one we approach with great joy, as we pass the baton of this remarkable brand to Samsonite Group. We look forward to watching them take BÉIS into its next stage of growth.”
Shaun Neff, Founder of Beach House Group
