Shay Mitchell's Lifestyle Brand Béis Acquired for $210 Million

Shay Mitchell's Lifestyle Brand Béis Has Been Acquired for $210 Million

The acquisition of lifestyle brand Béis by an unnamed company was finalized on October 1, valuing the business at approximately $210 million. This significant milestone marks a major turning point in the company's history, with founder Shay Mitchell and CEO Adeela Hussain Johnson visibly excited about the prospect.

According to sources close to the deal, Shay Mitchell has finally spoken out about the acquisition, describing it as "very surreal. Mitchell, who first rose to fame on the popular TV show Pretty Little Liars, launched Béis eight years ago in response to a perceived gap in the market for stylish and functional luggage designed specifically for busy women.

Mitchell's decision to launch Béis was driven by her own frustration with the limited options available to her at the time. She identified an opportunity to create high-quality lifestyle bags that catered to the needs of modern women, who were increasingly seeking out products that combined style and functionality.

Mitchell has been open about the role she played in promoting Béis in its early days, using her platform as a celebrity to boost sales. In fact, she even enlisted the help of her Pretty Little Liars co-stars to promote the brand's products.

The acquisition is likely to be seen as a major vote of confidence in Mitchell's vision for Béis, which has managed to carve out a niche in a crowded market dominated by established brands like Samsonite.

Béis bags and suitcases have gained a reputation for making travel easier, with features such as cushioned handles to reduce strain when wheeling heavy cases.

The brand's products also come equipped with an in-built weighing system that alerts the user if their luggage exceeds 50 pounds, helping to avoid extra fees at check-in.

In addition, Béis bags have designated sections for wet clothes and laundry, as well as a built-in cord to attach keys, making it easier to locate them after a trip.

These thoughtful design details are in line with Mitchell's vision for the brand, which aims to solve common pain points faced by travelers.

Béis has also leveraged high-profile collaborations to boost its profile, partnering with brands such as Rare Beauty and KidSuper on limited-edition collections.

The acquisition of Béis by Samsonite has brought stability and continuity to the company's operations. Johnson, appointed in 2024, remains at the helm, overseeing the brand's growth and development.

In 2025, Béis generated significant revenue from its US direct-to-consumer channel, with net sales reaching approximately $210 million. This impressive figure underscores the brand's appeal to young female consumers, a demographic that Samsonite was eager to tap into through the acquisition.

Béis has been successful in carving out its own niche within the market, distinct from its parent company's flagship brands such as Tumi and Hartmann. The brand's focus on lifestyle categories, rather than just rollers, has proven to be a shrewd strategy, with 50% of revenue coming from non-roller products.

Johnson emphasizes the importance of consumer-centricity in Béis's business model, ensuring that the brand meets the evolving needs of its target audience throughout their lives. This approach is reflected in the company's willingness to adapt and innovate based on user feedback, which Mitchell actively collects and incorporates into design meetings.

Mitchell's approach to engaging with customers extends beyond collecting feedback, as she actively reads comments on social media platforms. This habit allows her to stay informed about user concerns and preferences, which are then incorporated into product design.

The company's willingness to adapt is evident in its decision to revamp the Weekender bag, a popular model from its non-roller lifestyle range. However, when Mitchell shared the relaunch on Instagram, she encountered negative feedback from customers who reported discomfort while carrying the revamped bag.

This experience underscores the importance of user-centric design and listening to customer concerns before launching new products. Mitchell's willingness to gather and act upon feedback has become a hallmark of Béis' approach to product development.

The company's pop-up events are another example of its commitment to connecting with customers on a personal level. By hosting car wash-style luggage wash events, Béis offered free cleaning services for customers who had experienced issues with dirty luggage during travel.

As the brand continues to expand globally with Samsonite's support, Mitchell and her team will focus on developing new products while establishing a stronger retail presence through bricks-and-mortar stores.

As Béis expands globally with Samsonite's support, the brand is looking to leverage its resources to boost innovation and design capabilities. Mitchell and her team are eager to tap into Samsonite's 116-year history of expertise, seeking guidance on how to take their products to the next level.

With access to a wealth of knowledge and experience, Béis can now collaborate with industry experts to refine their development process. I can now call someone and ask for their input before we go into production, Mitchell says, highlighting the benefits of working with a seasoned partner like Samsonite.

The data suggests that global demand is high, with consumers abroad willing to pay full price for Béis products, even if it means paying for international shipping. This presents an exciting opportunity for the brand to expand its reach and establish itself in new markets.

As part of its global expansion strategy, Béis will be taking its successful pop-up model to new territories, starting with key regions such as the UK and Asia. The goal is to bring a unique retail experience to these markets, surprising and delighting consumers with innovative products and engaging experiences.

As Béis continues its rapid expansion, the brand's founders are acknowledging the challenges that come with it. One of these challenges is managing a growing team amidst a rapidly expanding business. Despite its growth, Béis' 50-strong team remains relatively small, which can be both an advantage and a disadvantage.

The acquisition by Samsonite has brought opportunities for Béis to professionalize" as it grows, leveraging the experience and resources of its new parent company. This collaboration will enable the brand to address some of the pain points that come with rapid expansion, such as capital investment and infrastructure development.

Béis' founders are committed to maintaining a unique culture within the company, one that values diversity and grit. They seek out individuals who bring different mindsets and backgrounds, but also share a sense of ownership and entrepreneurial spirit. This approach has been instrumental in driving the brand's success so far.

As Béis prepares for its next phase of growth, its founders are optimistic about their prospects. With Samsonite's support, they aim to build on their achievements and create an even more impactful experience for their customers.