Samsonite Group S.A. has agreed to acquire an 85% stake in BÉIS in a transaction valuing the digitally native lifestyle and travel brand at approximately $210 million, giving the global luggage company greater exposure to younger consumers, lifestyle bags and direct-to-consumer commerce
Under the definitive agreement, Samsonite Group will pay $178.5 million for 85% of BÉIS, funding the acquisition with cash on hand and available borrowing capacity under its revolving credit facility. The approximately $210 million enterprise value is on a cash-free, debt-free basis and remains subject to a customary net working capital adjustment
The transaction is expected to close in the fourth quarter of 2026, subject to regulatory approvals and other customary closing conditions
Founded in 2018 by actress and entrepreneurShay Mitchell and incubated by Beach House Group, BÉIS has developed from a digitally native travel business into a profitable brand generating approximately $210 million in revenue in 2025. Lifestyle bags account for roughly half of its sales, giving Samsonite increased exposure to a category it views as an important growth opportunity
The acquisition also adds a sizable digital audience and e-commerce operation to a Samsonite portfolio led by Samsonite, TUMI and American Tourister. BÉIS has more than 1.4 million Instagram followers and over 619,000 followers on TikTok, building its customer base through social media, creator partnerships, brand collaborations and direct digital marketing
For Samsonite, those capabilities are a central part of the investment thesis. The company plans to combine BÉIS’ digital-first model and consumer following with its own global distribution network, sourcing expertise, product development capabilities and logistics infrastructure. The strategy is designed to introduce BÉIS to additional consumers and markets while preserving the brand’s existing identity and operating model
“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,” Samsonite Group CEO Kyle Gendreau said
The deal also broadens Samsonite’s reach among younger and predominantly female consumers. That demographic positioning, coupled with BÉIS’ presence in lifestyle bags, gives the company another avenue for growth beyond its traditional luggage business and an opportunity to apply its international operating platform to a brand that has largely built its momentum through digital channels
Samsonite expects the acquisition to have minimal impact on its profitability at closing. Over time, the company sees opportunities for operating efficiencies as BÉIS grows and gains access to Samsonite’s scale, sourcing capabilities and global infrastructure
BÉIS will remain a standalone brand following the transaction, with its existing management team continuing to run the business. CEO Adeela Hussain Johnson, who helped launch BÉIS and has led it since its inception, will remain in charge
Mitchell will also retain a significant economic and creative role. She has agreed to roll over approximately half of her existing equity and will hold a 15% ownership interest in BÉIS after closing. She will continue guiding the company’s product and creative direction as founder and head of creative and design
“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,” Johnson said
Beach House Group, currently BÉIS’ majority shareholder, will sell its ownership stake in the transaction. Founder Shaun Neff said the firm had helped develop Mitchell’s original vision for the business and viewed the sale to Samsonite as the next stage in the brand’s expansion
The acquisition represents a targeted deployment of capital for Samsonite rather than a wholesale integration of BÉIS into its existing brands. Maintaining BÉIS as a standalone operation allows the company to retain the management, creative positioning and digital strategy behind its growth while providing access to a substantially larger international distribution and operating network
BofA Securities is serving as financial advisor to Samsonite Group, with Ropes & Gray LLP as legal counsel and Joele Frank, Wilkinson Brimmer Katcher as strategic communications advisor. Raymond James is advising BÉIS, with Granderson Des Rochers, LLP serving as its legal counsel. Grubman Shire Meiselas & Sacks is advising Mitchell, while Hirschfeld Kraemer LLP is serving as legal counsel to Johnson and Elizabeth Money
