Samsonite Group Finalizes Acquisition of Lifestyle Brand BÉIS

Under the terms of the agreement, BÉIS will function as a standalone brand within the Samsonite ecosystem. Adeela Hussain Johnson will remain in her role as Brand President and CEO, continuing to oversee day-to-day operations and the company's established management team. Shay Mitchell, who launched the brand to bridge the gap between functional travel gear and aesthetic design, will retain her position as Head of Creative and Design to guide the company's long-term product vision.

For Samsonite Group, the acquisition serves as a strategic move to bolster its lifestyle presence and capture a more engaged, digital-first consumer base. CEO Kyle Gendreau emphasized that the integration aims to leverage BÉIS’s proven innovation engine and community-centric marketing approach. Samsonite, which manages iconic labels including TUMI and American Tourister, plans to support the brand's momentum through its extensive global distribution network while preserving the creative autonomy that defined BÉIS’s growth over the past eight years.