Global luggage group Samsonite has agreed to buy an 85% interest in U.S. travel and lifestyle brand BÉIS for a cash consideration of $178.5 million, the company announced on 12 August. The transaction is expected to be finalised in the fourth quarter of 2026 and will make BÉIS a subsidiary of Samsonite.
Deal structure and leadership
Under the terms, Samsonite LLC will hold the majority stake while Home Beis — the seller — will retain a 15% rollover interest. Actress and entrepreneur Shay Mitchell, who founded BÉIS in 2018, will remain involved as Founder and Creative & Design Director. The brand’s present chief executive, Adeela Hussain Johnson, and the existing management team are set to continue running the business day-to-day.
Financials and brand performance
BÉIS produced roughly $210 million in revenue in 2025 and is already profitable, according to the announcement. The brand also benefits from a strong social media footprint, with a combined following of more than 2 million across Instagram and TikTok.
Samsonite said the acquisition will broaden its travel and lifestyle offering and bolster its digital capabilities, supporting the group’s growth plans in North America. The company noted the deal should have a minimal impact on group profitability at closing, while potential efficiency gains are expected over the longer term through integration with Samsonite’s operating platform.
Options and future arrangements
The parties will enter an amended operating agreement at closing that includes reciprocal options exercisable after the third anniversary of completion. Home Beis will have a put option requiring BÉIS to buy back its rollover units, while BÉIS will hold a call option compelling Home Beis to sell those units, establishing a clear mechanism for future ownership adjustments.
Why this matters for the lifestyle market
- Product breadth: Samsonite gains a digitally native lifestyle range that complements its core luggage lines.
- Digital reach: BÉIS’s social media audience offers access to younger, digitally engaged consumers.
- North American growth: the deal underlines Samsonite’s strategic push to strengthen its presence in the US market.
Industry watchers will be watching how Samsonite balances BÉIS’s independent brand identity with the efficiencies of a larger corporate platform. Maintaining the creative involvement of the founder and retaining the existing management team are measures likely intended to preserve the brand’s distinctiveness while benefiting from Samsonite’s global scale.
| Item | Figure |
|---|---|
| Samsonite stake | 85% |
| Home Beis stake | 15% |
| Purchase price | $178.5 million |
| BÉIS revenue (2025) | $210 million |
| Social following | Over 2 million |
The transaction reiterates a wider trend of established heritage brands acquiring digitally native labels to accelerate access to online-savvy consumers and to diversify product lines. For shoppers, it may mean a greater choice of collaboratively designed travel pieces available through a larger international distribution network. For BÉIS, the partnership with Samsonite could unlock supply-chain and retail scale that would be difficult to achieve independently.
Samsonite, listed as 01910.HK, said the purchase is being undertaken by its wholly owned subsidiary Samsonite LLC and is subject to customary closing conditions.
As the deal progresses towards completion, attention will turn to how the companies integrate operations while preserving the elements that made BÉIS successful: strong design identity, social engagement and direct-to-consumer agility.
