Samsonite Secures 85% Stake in Celebrity-Founded Béis: Spearheading Digital Growth with $178.5M Deal
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Global luggage leader, Samsonite Group, recently announced a deal to acquire the travel brand, Béis. This California-based company, established by the Canadian actor Shay Mitchell, will sell 85 percent of its stake to Samsonite for a whopping US$178.5 million. The agreement is slated to culminate in the fourth quarter of 2026, pending the necessary approvals.
Social Media Alignment and Future Prospects
Samsonite, listed on the Hong Kong Exchange, shares that Béis’ combined user following, which numbers more than two million across TikTok and Instagram, matches their aim of boosting digital fluency. Samsonite’s CEO, Kyle Gendreau, extends a warm welcome to Béis, expressing his enthusiasm about the valuable addition to their family of inventive and influential brands.
Gendreau foresees a wealth of opportunities to expedite Béis’ long-term expansion while retaining the brand’s entrepreneurial spirit, inventiveness, and robust identity that have been instrumental in its success since inception.
From Dream to Reality
Béis was conceived by Shay Mitchell, best known for her role in the long-standing drama series ‘Pretty Little Liars’, with the vision of offering affordable and functional luggage. Mitchell, who currently holds the position of chief creative officer at Béis, considers this development as the realization of a dream.
Mitchell takes pride in her small but capable team’s achievement over the past eight years, expressing that joining forces with Samsonite Group allows them to dream bigger. She views Samsonite as the ideal partner, where their strengths complement each other, offering Béis avenues for growth that would have been impossible single-handedly.
In 2025, Béis reportedly raked in about $210 million in revenue. With this acquisition, Samsonite intends to proliferate its footprint into fresh international markets. Béis’ existing leadership team will continue in their roles, with Mitchell holding onto a 15 percent stake. Beach House Group, Béis’ majority shareholder, will sell its stake as part of the deal.
Questions & Answers
What is the stake that Samsonite Group is acquiring in Béis?
Samsonite Group is acquiring an 85 percent stake in Béis.
Who is the founder of Béis and what role does she currently hold in the company?
Béis was founded by Canadian actor Shay Mitchell, who serves as the company’s chief creative officer.
What is Samsonite’s plan for Béis following the acquisition?
Samsonite plans to extend Béis’ reach into new international markets while preserving the brand’s identity and creativity.