Samsonite to Acquire BÉIS Luggage Brand for $210 Million

Samsonite has announced plans to acquire BÉIS, the travel and lifestyle brand founded by actress Shay Mitchell, for $210 million. The acquisition signifies a major vote of confidence in BÉIS's ability to transform everyday luggage into a fashion statement.

Launched in 2018, BÉIS has grown from a small, stylish travel line into a best-selling brand with a dedicated customer base. Mitchell, who serves as the brand's Chief Creative Officer, envisioned BÉIS as a "small but mighty" and has been deeply involved in the product development. She previously told PEOPLE that she sketched the initial idea for the now-famous Weekender Bag on a cocktail napkin.

BÉIS has expanded its offerings beyond its initial hero bag to include sleek suitcases, practical travel accessories, and children's luggage. The brand has also ventured into lifestyle products, including a 2024 utility collection that supports the National Park Foundation. The brand's success is attributed to its ability to make functional travel gear appealing and aesthetically pleasing, with products designed to be shown off.

For Samsonite, the acquisition aligns with its strategy to expand its lifestyle portfolio and enhance its digital reach. The deal is expected to integrate BÉIS's strong brand identity and popular products into Samsonite's global presence.

Among the popular BÉIS products highlighted are the Mini Weekender, a compact option for short trips; The Carry-On Roller, designed for organization and overhead bin compatibility; and The Large Check-In Roller, offering ample space for longer journeys. The brand also produces the Ultimate Diaper Backpack, catering to parents, and the Sport Sling for hands-free convenience. Smaller travel essentials like the Dopp Kit and the versatile Expandable Backpack are also key offerings.

Samsonite, a long-established name in the travel industry with over 200 years of history, is looking to leverage BÉIS's contemporary appeal and loyal following. This acquisition marks a significant move for Samsonite as it continues to adapt to evolving consumer preferences in the travel market.