Mansfield, Massachusetts – October 01, 2026 -- Samsonite Group S.A. has completed its acquisition of BÉIS, LLC, the digitally native lifestyle and travel brand founded in 2018 by actress and entrepreneur Shay Mitchell.
Samsonite adds a digitally native brand to its portfolio of iconic names
The deal brings BÉIS, headquartered in Los Angeles, into Samsonite Group's stable of brands alongside Samsonite, TUMI and American Tourister. Samsonite Group, listed on the Main Board of The Stock Exchange of Hong Kong under stock code 1910, traces its heritage to 1910 and positions itself as the world's largest travel luggage company.
BÉIS will operate as a standalone brand under its existing leadership
Adeela Hussain Johnson will continue as Brand President and CEO of BÉIS, retaining her management team. Shay Mitchell remains Founder and Head of Creative and Design, continuing to guide the brand's long-term creative and product direction.
Samsonite CEO frames the deal as advancing lifestyle growth priorities
Kyle Gendreau, CEO of Samsonite Group, said the transaction adds "a distinctive brand, deeply engaged consumer base and proven digital capabilities" to the company's portfolio. BÉIS sells its products through a direct-to-consumer digital platform and through global wholesale partnerships, built on a launch cadence of limited-release collections and collaborations.
Transaction follows eight years of brand-building by Mitchell
Mitchell, who founded BÉIS in 2018, said the brand's community has grown alongside the company over that period. The press release did not disclose the financial terms of the acquisition.