Samsonite Group S.A. has agreed to acquire an 85% stake in digitally native brand BÉIS for $178.5 million, in a transaction that values the company at approximately $210 million on a cash-free, debt-free basis. The deal, announced on Thursday, is expected to complete in the fourth quarter of 2026 subject to regulatory approvals and customary closing conditions.
Why the deal matters
Founded in 2018 by actress and entrepreneur Shay Mitchell and incubated by Beach House Group, BÉIS has grown from an online travel-bags business into a broader lifestyle label. The company reported roughly $210 million in revenue in 2025, with lifestyle bags representing about half of its sales — a category Samsonite considers an important growth opportunity.
For Samsonite, the acquisition is aimed at accelerating exposure to younger consumers and strengthening direct-to-consumer and digital capabilities. BÉIS brings a substantial social media audience — more than 1.4 million followers on Instagram and over 619,000 on TikTok — plus established e-commerce operations, creator partnerships and brand collaborations.
“This transaction aligns closely with our key growth priorities: elevating awareness of consumer-centric brands, strengthening our digital capabilities to further support multi-channel growth, expanding our presence in lifestyle bags, and conti
How Samsonite plans to integrate BÉIS
Samsonite intends to combine BÉIS’ digitally led model and consumer following with its own global distribution network, sourcing expertise, product development and logistics. The stated strategy is to introduce BÉIS to additional markets and consumers while maintaining its existing brand identity and operating model.
The company will fund the purchase with cash on hand and available borrowing capacity under its revolving credit facility. The enterprise value is subject to a customary net working capital adjustment.
- Purchase price: $178.5m for 85% of BÉIS
- Valuation: Approximately $210m enterprise value (cash‑free, debt‑free)
- Revenue: BÉIS generated roughly $210m in 2025
- Social footprint: ~1.4m Instagram followers; ~619k TikTok followers
- Expected close: Q4 2026, subject to approvals
Market context and implications
The move reflects a broader trend among established heritage brands acquiring digitally native labels to reach younger shoppers and to expand lifestyle product ranges beyond core categories. Samsonite’s portfolio already includes premium and travel-focused names such as TUMI and American Tourister; adding BÉIS gives it a contemporary, social-first brand that is profitable and digitally driven.
Retail analysts generally view such deals as a way for traditional manufacturers to accelerate learning in direct-to-consumer marketing, creator-led campaigns and influencer strategies without building those operations from scratch. For consumers, the tie-up could mean wider retail availability of BÉIS products and potentially faster international expansion, while existing customers may see little change to the brand’s voice or e-commerce experience if the companies follow through on promises to preserve BÉIS’ identity.
Operationally, Samsonite gains not only the brand but also e-commerce infrastructure, a large digital audience and the product mix that split roughly evenly between travel and lifestyle bags — the latter being an area Samsonite has flagged for growth. The transaction therefore combines Samsonite’s manufacturing, sourcing and global logistics with BÉIS’ marketing and consumer engagement strengths.
| Item | Figure |
|---|---|
| Stake purchased | 85% |
| Consideration paid | $178.5m |
| Enterprise value | ~$210m |
| BÉIS revenue (2025) | ~$210m |
| Instagram followers | ~1.4m |
| TikTok followers | ~619k |
Employees, leadership structure and the exact operational changes post-completion have not been detailed in the announcement. The companies say the agreement is subject to regulatory clearance and other standard closing conditions.
For shoppers, the transaction could ultimately mean greater choice and availability of BÉIS designs through Samsonite’s global channels. For the travel and accessories market, it signals continued consolidation as legacy brands seek relevance with younger, digitally native consumers.
