On October 1, Samsonite bought an 85% stake in Shay Mitchell's Béis brand. This $178.5 million deal values the travel label at approximately $210 million.
The $178.5 million deal and the $210 million valuation
The acquisition of Béis by Samsonite marks a significant shift for the lifestyle brand eight years after its initial launch. According to the report, the deal allows the company to integrate into a massive global portfolio that already includes established names like Tumi, Hartmann , and American Touriste. While Mitchell has sold half of her 30% stake in the deal, she will continue her work as the brand's founder and chief creative officer .
Samsonite's interest in the brand is driven by a desire to capture the young female consumer demographic. The group, which saw revenues reach $3.5 billion in fiscal 2025, views Béis as a strategic way to fill a specific gap in its existing market offerings.
Escaping celebrity brand saturation with 50% non-roller revenue
While many celebrity-led ventures struggle to move beyond initial social media hype, Béis has built a business model centered on functional utility. The brand avoids the common trap of "celebrity brand saturation" by focusing on repeat purchases driven by product performance rather than just fame.. As the report notes, 50% of Béis's revenue actually comes from non-roller lifestyle categories, such as duffels and weekender bags, rather than traditional suitcases.
This focus on utility is seen in the brand's specific design choices, such as built-in weighing systems to prevent overpacked bags and cushioned handles for heavy cases.. By identifying a "white space" for aesthetically pleasing yet practical luggage, Mitchell has positioned the brand to serve busy women through various life stages.
Using Instagram DMs and "product surgery" to drive design
The Béis design process is heavily influenced by direct community feedback gathered through social media. Mitchell has noted that she often finds her next product ideas witihn her Instagram DMs. This consumer-centric approach was famously put to the test during the relaunch of the Weekender bag in July.
After receiving negative feedback regarding the comfort of the revamped Weekender, the Béis team performed what Mitchell calls "surgery" on the product to address the pain points. To ensure future success, the team even hosted a "luggage wash" pop-up in Los Angeles, allowing customers to have their bags cleaned for free and providing a way to meet the community face-to-face.
When will Béis move from pop-ups to permanent stores in the UK and Asia?
With the backing of Samsonite's global infrastructure, Béis is now eyeing major international expansion into markets like the UK and Asia. The leadership team is eager to leverage Samsonite's expertise to scale the brand's presence globally, moving beyond the current pop-up model.
However, several key details regarding this expansion remain unverified.. While there is a clear long-term goal to establish brick-and-mortar stores, the company has not yet released a specific timeline for when these physical locations will open. Additionally, while Mitchell has hinted at new product categories inspired by her personal life, the exact roadmap for future inventory remains unknown.
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