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Samsonite Group S.A. to Acquire BÉIS, Expanding its Lifestyle Portfolio and Enhancing Digital Capabilities
PR Newswire
Thu, 13 August 2026 at 5:15 am GMT+5:30
11 min read
- 1910.HK
-2.02%
Adds Fast-Growing, Digitally Native Lifestyle Brand with Highly Engaged Consumer Following
BÉIS Founder Shay Mitchell and Existing Management Team, led by Adeela Hussain Johnson, to Continue Operating Brand After Close
MANSFIELD, Mass. and HONG KONG and LOS ANGELES, Aug. 12, 2026 /PRNewswire/ — Samsonite Group S.A. (together with its consolidated subsidiaries, the “Company”, “Samsonite Group,” “our”, “us” or “we”; SEHK stock code: 1910) today announced that it has entered into a definitive agreement to acquire BÉIS, LLC (“BÉIS”), a leading lifestyle and travel brand founded in 2018 by actress and entrepreneur Shay Mitchell and incubated by Beach House Group
BÉIS is a digitally native lifestyle and travel brand that offers differentiated luggage and lifestyle bag offerings, exceptional consumer engagement, and a sophisticated digital marketing and e-commerce ecosystem. Leveraging social media, creator partnerships, and strategic brand collaborations, the company has cultivated a loyal customer base and a social media following of over 1.4 million on Instagram and more than 619,000 on TikTok. The acquisition expands Samsonite Group’s travel and lifestyle portfolio while strengthening its digital capabilities and enhancing its growth profile in North America.
“We’re excited to welcome BÉIS into our family of innovative and iconic brands,” said Kyle Gendreau, CEO of Samsonite Group. “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.”
“This is a dream come true. I’m so proud of what our small but mighty team has built over the past eight years,” said Shay Mitchell, Founder and Chief Creative Officer of BÉIS. “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.”
