Who Owns BÉIS?

BÉIS was founded in 2018 by Shay Mitchell, the Canadian actress known for her role as Emily Fields in the television series Pretty Little Liars. Mitchell had traveled extensively for filming and personal travel and identified a gap in the market for travel bags that combined function, aesthetics, and accessible pricing. She spent 18 months developing the first product line, personally visiting factories in China to oversee production and design.

The brand launched in October 2018 with a direct-to-consumer e-commerce model. The initial product line focused on carry-on luggage, weekender bags, and totes, priced between $50 and $250. Mitchell's existing social media following, built through her acting career and lifestyle content, provided the initial customer base without traditional advertising spend.

Beach House Group, the brand incubator co-founded by Shaun Neff and PJ Brice, partnered with Mitchell early in the brand's development, taking a 70% equity stake in exchange for operational support, capital, and brand-building expertise. Mitchell retained approximately 30% and continued as Founder and Chief Creative Officer, responsible for product design, marketing, and brand identity.

BÉIS grew rapidly through social media marketing, particularly on Instagram and TikTok, where Mitchell's personal following and the brand's visual content drove customer acquisition. The brand expanded its product line beyond luggage into lifestyle bags, diaper bags, hands-free bags, and totes. By 2025, approximately 50% of BÉIS's net sales came from lifestyle bags rather than traditional luggage, a category mix that distinguished it from legacy luggage brands.

In 2025, BÉIS generated approximately US$210 million in net sales, having more than doubled its revenue over the prior two years. The brand collaborated with Rare Beauty by Selena Gomez in October 2025, extending its reach beyond Mitchell's personal audience. In 2026, BÉIS launched its first dedicated men's travel line and the Hybrid Collection, featuring a patent-pending BÉIS Connect System that allows travelers to connect multiple rolling pieces.

On August 12, 2026, Samsonite Group announced the definitive agreement to acquire 85% of BÉIS for US$178.5 million in cash. The deal gives Samsonite a digital-native lifestyle brand with a younger, predominantly female customer base, a demographic where its legacy brands Samsonite and TUMI have historically been weaker. BÉIS will operate as a standalone brand under CEO Adeela Hussain Johnson, with Mitchell retaining a 15% stake and continuing as Chief Creative Officer.