Key takeaways:
- Samsonite Group is acquiring 85% of BÉIS’s equity for $178.5 million, in a deal with a total enterprise value of approximately $210 million.
- BÉIS is a digitally native travel and lifestyle brand that generated approximately $210 million in 2025 net sales.
- BÉIS has built a social media following of more than 1.4 million on Instagram and over 619,000 on TikTok, and Shay Mitchell will retain a 15% ownership stake and continue as founder and Head of Creative and Design while Adeela Hussain Johnson continues as CEO.
Samsonite Group has entered into a definitive agreement to acquire BÉIS, a digitally native lifestyle and travel brand known for its luggage and lifestyle bags, the company announced last week. The deal adds a fast-growing, direct-to-consumer brand to Samsonite Group’s portfolio as it looks to expand its lifestyle offerings and strengthen its digital capabilities.
Samsonite Group is acquiring 85% of BÉIS’s equity for $178.5 million in cash, funded with cash on hand and available borrowing capacity under its revolving credit facility. The transaction carries a total enterprise value of approximately $210 million on a cash-free, debt-free basis, subject to a customary net working capital adjustment. The deal is expected to close in the fourth quarter of 2026, subject to regulatory approvals and other customary closing conditions.
BÉIS’s Revenue and Growth
BÉIS generated approximately $210 million in 2025 net sales at attractive margins, according to the release. Lifestyle bags make up approximately 50% of the brand’s net sales, and the company has delivered what Samsonite Group described as rapid, profitable growth since its founding.
“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,” said Kyle Gendreau, CEO of Samsonite Group, in a statement. “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.”
A Digitally Native Brand with a Large Social Following
BÉIS built its customer base largely through social media, creator partnerships and brand collaborations, cultivating a following of more than 1.4 million on Instagram and over 619,000 on TikTok, with more than 15 million TikTok likes, as of Aug. 11.
Samsonite Group said the acquisition strengthens its digital capabilities and enhances its growth profile in North America, expanding its reach among younger, predominantly female consumers.
Leadership Continuity
Adeela Hussain Johnson, who helped launch BÉIS and has led the brand since its founding, will continue as CEO, with BÉIS operating as a standalone brand within Samsonite Group’s portfolio.
“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,” Johnson said in a statement. “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.”
Shay Mitchell, a Canadian actress best known for playing Emily Fields on the TV series “Pretty Little Liars” who co-founded BÉIS in 2018, has agreed to roll over approximately half of her existing equity in the brand and will retain a 15% ownership stake after closing. She will continue to guide BÉIS’s creative and product direction as founder and Head of Creative and Design.
“This is a dream come true. I’m so proud of what our small but mighty team has built over the past eight years,” Mitchell said in a statement. “We’ve always dreamed big, and joining the Samsonite Group gives us the chance to dream even bigger.”
BÉIS’s Roots at Beach House Group
BÉIS was co-founded by Mitchell and incubated by Beach House Group, the Los Angeles-based brand incubator founded by Shaun Neff. Beach House Group is selling its full 70% stake in BÉIS as part of the transaction, a deal the incubator has said marks its second brand exit and its largest to date.
Samsonite Group’s First-Half 2026 Results
Samsonite Group also released its first-half 2026 results last week. The company reported net sales of $1.68 billion for the six months ended June 30, up 1.1% but down 0.7% on a constant currency basis year-over-year, a performance it attributed to softer travel demand and weaker consumer confidence tied to inflationary pressures. Gross margin was 60.5%, and adjusted net income declined to $101.5 million from $123.4 million a year earlier.
In an earnings presentation, Gendreau described BÉIS as fast-growing and digitally native, and one that expands the company’s reach among younger, predominantly female consumers, increases Samsonite’s exposure to faster-growing lifestyle bag categories and strengthens its digital capabilities.
