Shay Mitchell, renowned for her role in ‘Pretty Little Liars,’ has made a significant move in the world of fashion and travel with her luggage and lifestyle brand, BÉIS. On 12 August, it was announced that Samsonite, a leading name in the luggage industry, will acquire BÉIS in a deal valued at $210 million.
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Founded by Mitchell in 2018, BÉIS has been a testament to her entrepreneurial spirit and creativity. The acquisition involves Samsonite buying out Beach House Group’s 70% stake in the brand, which played a crucial role in its initial launch and development. As the Chief Creative Officer, Mitchell expressed her enthusiasm about the deal, describing it as “a dream come true.”
In her statement, Mitchell conveyed her pride in BÉIS and her team, praising the “small but mighty” operation that they have built over the last eight years. She elaborated on how both BÉIS and Samsonite share ambitions that can now be realised together, allowing for further growth and expansion. “Joining the Samsonite Group gives us the chance to dream even bigger,” she said.
The actress, who is also a passionate traveller, originally conceived the idea for BÉIS while sketching the design of the iconic Weekender Bag on a cocktail napkin. Since its launch, the brand has successfully expanded its range to include various lifestyle products, including a children’s luggage line inspired by her daughters Atlas, six, and Rome, four, whom she shares with her partner Matte Babel.
Kyle Gendreau, the CEO of Samsonite Group, welcomed BÉIS into the company’s portfolio, citing the acquisition as a strategic move that aligns with their growth objectives. He mentioned the brand’s potential for increased visibility and its capacity to contribute to Samsonite’s commitment to consumer-centric innovation. “This transaction aligns closely with our key growth priorities,” Gendreau noted, highlighting Samsonite’s goal to enhance its digital capabilities and expand its lifestyle bag offerings.
In addition to this exciting acquisition, BÉIS has recently made strides in social responsibility. The brand launched a utility collection in 2024 that supports the National Parks Foundation, aiming to help youth reconnect with nature while assisting in environmental conservation efforts. Through pop-up initiatives like Camp BÉIS, the brand has reached out to communities near prominent national parks, including Yosemite and Zion.
Adeela Hussain Johnson, the current CEO of BÉIS, expressed her pride in the team’s accomplishments over the years. She emphasised that the acquisition by Samsonite would further facilitate the growth of BÉIS, allowing it to maintain its creative and authentic essence while expanding its reach. “Samsonite Group shares our commitment to innovation, quality, and consumer centricity,” Johnson stated.
The acquisition is anticipated to close in the fourth quarter of 2026, subject to regulatory approval. This strategic partnership marks a significant development in the travel and lifestyle sector, not just for Shay Mitchell and BÉIS, but also for Samsonite, as it aims to bolster its presence in the competitive luggage market.
In the years since its inception, BÉIS has become synonymous with stylish and functional travel solutions, and with this new chapter under Samsonite, it is poised to elevate its impact in both the consumer market and the realm of social responsibility. As Shay Mitchell prepares for this exciting evolution, her vision for BÉIS continues to inspire both her team and consumers alike.