Samsonite Group to Acquire Lifestyle Brand BÉIS
Samsonite Group announced its intention to acquire BÉIS, a digitally native lifestyle brand known for its travel accessories and strong consumer engagement. The acquisition aims to expand Samsonite's lifestyle offerings and bolster its digital presence.
Samsonite Group S.A. has entered into an agreement to acquire BÉIS, a fast-growing lifestyle brand. The deal, announced August 12, 2026, is expected to enhance Samsonite's portfolio with a brand that has cultivated a significant and engaged consumer base, particularly within the digital space.
BÉIS, founded by Shay Mitchell, operates as a digitally native company with a focus on travel accessories and lifestyle products. The acquisition signifies Samsonite's strategy to expand its presence in the lifestyle segment and leverage BÉIS's established digital capabilities and customer relationships.
Following the completion of the acquisition, the existing management team of BÉIS, led by Adeela Hussain Johnson, is slated to continue operating the brand. Founder Shay Mitchell is also expected to remain involved, ensuring continuity and preserving the brand's identity.
The transaction is subject to customary closing conditions. Further details regarding the financial terms of the acquisition have not been disclosed at this time. The move is anticipated to strengthen Samsonite's market position by integrating a popular, contemporary lifestyle brand into its existing structure.