Samsonite to buy digitally native travel brand BÉIS
What's the deal? Samsonite GroupDealroom has a profile for this one. Try Dealroom → has signed a definitive agreement to acquire BÉISDealroom has a profile for this one. Try Dealroom →, a lifestyle and travel brand founded in 2018 by actress and entrepreneur Shay Mitchell. The deal, announced August 12, 2026, adds a digitally native luggage and lifestyle-bag maker to Samsonite's portfolio. Terms were not disclosed.
What does BÉIS do? The brand offers differentiated luggage and lifestyle bags, built through social media, creator partnerships, and brand collaborations. It has cultivated a loyal customer base, with more than 1.4 million Instagram followers and over 619,000 on TikTok. BÉIS was incubated by Beach House Group.
What's the rationale? Samsonite says the acquisition expands its travel and lifestyle portfolio, strengthens its digital capabilities, and enhances its growth profile in North America.
Chief executive officer Kyle Gendreau said the deal aligns with the company's priorities of "elevating awareness of consumer-centric brands" and "expanding our presence in lifestyle bags." He added that Samsonite sees opportunities to accelerate BÉIS' growth while preserving its brand identity.
What changes? Mitchell and the existing management team, led by chief executive officer Adeela Hussain Johnson, will continue to operate the brand after close. Johnson, who has led BÉIS since its inception, described it as "a profitable brand with a loyal community."
What's the endgame? Mitchell called the deal "a dream come true," saying Samsonite's scale gives the eight-year-old brand a chance to "dream even bigger." For Beach House Group founder Shaun Neff, the transaction marks an exit and the passing of "the baton of this remarkable brand."
The signal: The acquisition extends a broader push by legacy consumer brands to buy digitally native challengers rather than build their own direct-to-consumer engines. For Samsonite, BÉIS offers a foothold with younger, predominantly female consumers and a ready-made e-commerce playbook — assets harder to grow organically than to acquire.
Read more: PR Newswire
Image credit: beis
