Béis: From Startup to Global Brand with Samsonite's Support

Shay Mitchell's travel and luggage brand, Béis, has reached a significant milestone with Samsonite's acquisition of an 85% stake, valuing the company at approximately $210 million. This deal, announced two weeks prior to Mitchell's public statement, has generated considerable excitement for both the actress-turned-entrepreneur and Béis CEO Adeela Hussain Johnson. Mitchell, who initially gained fame from 'Pretty Little Liars,' founded Béis eight years ago to address a gap in the market for aesthetically pleasing and functional travel accessories designed for active women.

Mitchell revealed her long-standing ambition for such a partnership, noting that Samsonite had been on her vision board. She emphasized the surreal nature of the acquisition, acknowledging Béis's achievements over the past eight years while expressing anticipation for future endeavors with Samsonite's support. From its inception, Béis aimed to cater to the needs of busy female travelers, offering stylish yet practical bags and luggage solutions.

In the early stages, Mitchell leveraged her public persona to promote Béis, utilizing her social media platforms and even enlisting former cast members to spread the word. She firmly believed in the brand's potential from the outset, highlighting that its success stemmed from genuinely improving customers' lives rather than solely relying on her celebrity status. This customer-centric approach has been pivotal to Béis's repeat business and its ability to thrive independently.

Béis offers a range of products, from the Weekender bag at $108 to larger check-in rollers priced at $394, targeting aspirational consumers. As chief creative officer, Mitchell is deeply involved in design, focusing on solving common travel frustrations. Innovations include cushioned handles, an integrated weighing system for luggage, compartments for wet clothing, and a built-in cord to secure keys, all designed to enhance the travel experience.

The brand has also engaged in high-profile collaborations with entities like Rare Beauty, Gap, KidSuper, and popular franchises such as Barbie and Wicked. Mitchell frequently participates in Béis's marketing campaigns, including those for the Rare Beauty collaboration, where she and Selena Gomez promoted matching lip shades and Béis luggage. Her preferred content creation involves product 'walkthroughs' on platforms like YouTube and TikTok, detailing the features of Béis items.

Before the Samsonite acquisition, LA-based brand incubator Beach House Group held a 70% stake in Béis, with Mitchell owning the remainder. In the Samsonite deal, Mitchell divested half of her 30% share but continues as founder and creative director, while Johnson remains CEO. Leading up to the acquisition, Béis reported approximately $210 million in net sales in 2025, primarily through its direct-to-consumer channel in the US.

Johnson noted that despite the acquisition, the team felt no significant change in day-to-day operations, underscoring Samsonite's intention to maintain Béis's unique identity and leadership. Samsonite, a well-established company with brands like Tumi, Hartmann, and American Tourister, sought Béis to attract a younger female demographic. Johnson emphasized Béis's clear consumer focus as a key factor in its appeal to a strategic partner like Samsonite.

Béis's revenue split, with 50% from non-roller lifestyle products, reflects its intentional strategy to meet consumers' evolving needs across various life stages. Mitchell highlighted the importance of customer dialogue in Béis's growth, meticulously recording user feedback in a notebook for design meetings. This commitment to listening to its community led to the revamp of the popular Weekender bag, with a "luggage wash" pop-up event in LA addressing customer concerns about bag maintenance.

With the new investment, Béis envisions opening physical stores as a long-term objective. Immediate plans include global expansion and enhanced product development, leveraging Samsonite's extensive global infrastructure. Johnson stated that Béis's domestic success in the US provides a strong foundation for international growth, and Samsonite's expertise will be crucial in this endeavor. Mitchell expressed enthusiasm for taking Béis's pop-up model globally, targeting cities like London and markets in Asia to reach new audiences.

The brand aims to consistently 'surprise and delight' customers with new product categories that genuinely align with its team's experiences. Mitchell cited her pregnancy as the inspiration for diaper bags, demonstrating how personal needs and community feedback drive innovation. Despite rapid growth, Béis has maintained a lean team of 50. The partnership with Samsonite will enable Béis to professionalize its operations, accessing Samsonite's resources and experience to manage growth and capital investments more effectively. Mitchell described Béis's journey as being on a 'rocket ship,' with the acquisition signifying the beginning of an even more accelerated phase of expansion and achievement.