Samsonite Group S.A. (Group), the owner of the Samsonite, Tumi, Gregory Mountain, and American Tourister brands, has completed its acquisition of BÉIS, LLC, a leading lifestyle and travel brand founded in 2018 by actress and entrepreneur Shay Mitchell.
BÉIS, described as a digitally native lifestyle and travel brand headquartered in Los Angeles, California, is said to be principally engaged in developing travel and everyday essentials, including luggage, bags and travel accessories.
“The close of this transaction marks an important step in advancing Samsonite Group’s lifestyle presence and furthering our key growth priorities,” said Kyle Gendreau, CEO, Samsonite Group. “BÉIS adds a distinctive brand, deeply engaged consumer base and proven digital capabilities to our portfolio of leading, iconic brands. We look forward to partnering with the BÉIS team to build on the brand’s strong momentum and support its next phase of long-term growth.”
BÉIS President and CEO Adeela Hussain Johnson commented, “We are thrilled to officially join Samsonite Group as we begin this next chapter for BÉIS. I look forward to continuing to lead our talented team as we stay true to the creativity, innovation and consumer-centricity that have defined BÉIS from day one. Together, we remain focused on designing thoughtful products and building meaningful connections with the community that has supported us throughout this journey.”
Shay Mitchell, who continues as head of creative and design at BÉIS, added, “Building BÉIS has been one of the most rewarding creative experiences of my life. I’m incredibly proud of the brand our team has built, and the community that has grown with us over the past eight years. I’m excited to continue shaping BÉIS’ creative and product direction alongside the team as we work together to build towards an even brighter future.”
BÉIS is expected to continue to operate as a standalone brand within Samsonite Group’s portfolio under the direction of Adeela Hussain Johnson and its existing management team, with Shay Mitchell continuing to guide the brand’s long-term creative and product vision.
Image courtesy BÉIS
