Shay Mitchell’s BÉIS Acquired by Samsonite

Shay Mitchell’s lifestyle and travel brand BÉIS is being acquired by Samsonite Group in a deal that values the company at $210 million.

Mitchell, 39, launched BÉIS in 2018 and helped build it into a major name in the luggage and lifestyle market. Lifestyle bags now account for about 50% of the company’s net sales.

Samsonite will pay $178.5 million for an 85% stake in BÉIS. The deal includes Beach House Group’s entire 70% ownership stake, while Mitchell will sell half of her 30% stake. The sale of her 15% stake is expected to give her $31.5 million, while she will retain the remaining 15%, also valued at $31.5 million.

“This is a dream come true,” Mitchell said. “Joining the Samsonite Group gives us the chance to dream even bigger.”

BÉIS will continue operating as a standalone brand, with Adeela Hussain Johnson remaining CEO. Mitchell will also stay involved as founder and head of creative and design, continuing to guide the brand’s long-term creative and product direction.

The acquisition gives BÉIS access to Samsonite’s global scale while allowing the brand to maintain its independent identity.