Samsonite Group Completes Acquisition of Lifestyle Brand BÉIS

Samsonite Group announced on October 1, 2026, that it has finalized the acquisition of BÉIS, LLC, a lifestyle and travel brand founded in 2018 by actress and entrepreneur Shay Mitchell. The transaction expands Samsonite Group's brand portfolio.

"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 of Samsonite Group. He noted that BÉIS brings a distinctive brand, an engaged consumer base, and proven digital capabilities to the company's portfolio.

BÉIS will continue to operate as a standalone brand within Samsonite Group. Adeela Hussain Johnson, Brand President and CEO of BÉIS, will continue to lead the team, with founder Shay Mitchell remaining involved in guiding the brand's creative and product direction.

Founded in 2018, BÉIS is known for its functional products designed for both travel and everyday use. The brand has cultivated a strong community through its digitally-focused marketing strategy.

Samsonite Group, with a history dating back to 1910, is the world's largest luggage company, owning brands such as Samsonite, TUMI, and American Tourister. The company aims to develop its products towards a more sustainable future.