Samsonite Acquires Lifestyle Brand BÉIS for $210 Million

Samsonite Group has entered a definitive agreement to acquire BÉIS, the digitally native travel and lifestyle brand founded by actress Shay Mitchell. The deal, valued at approximately $210 million, aims to bolster Samsonite’s presence among younger consumers and integrate BÉIS’s high-growth e-commerce capabilities into its global portfolio.

Today, 02:55· Corp and Tech· 1,951 reads

The acquisition marks a strategic shift for the luggage giant as it looks to capture a larger share of the lifestyle bag market. BÉIS, which generated roughly $210 million in revenue during 2025, will continue to operate as a standalone entity. Current CEO Adeela Hussain Johnson is set to remain at the helm, while Mitchell will retain a 15% equity stake and continue to oversee the brand’s creative and product vision.

Samsonite plans to fund the 85% equity purchase using cash on hand and available credit. By absorbing the brand, the company intends to leverage its massive international logistics and distribution network to scale BÉIS’s reach beyond its current digital-first footprint. The transaction is expected to close in the fourth quarter of 2026, pending regulatory approvals and standard closing conditions.

Samsonite Acquires Lifestyle Brand BÉIS for $210 Million

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