Samsonite Group to Purchase BÉIS in $210 Million Lifestyle Model Deal

Samsonite Group S.A. has agreed to amass an 85% stake in BÉIS in a transaction valuing the digitally native way of life and journey model at roughly $210 million, giving the worldwide baggage firm larger publicity to youthful shoppers, way of life baggage and direct-to-consumer commerce.

Under the definitive settlement, Samsonite Group can pay $178.5 million for 85% of BÉIS, funding the acquisition with money available and out there borrowing capability below its revolving credit score facility. The roughly $210 million enterprise worth is on a cash-free, debt-free foundation and stays topic to a customary web working capital adjustment.

The transaction is anticipated to shut within the fourth quarter of 2026, topic to regulatory approvals and different customary closing circumstances.

Founded in 2018 by actress and entrepreneur Shay Mitchell and incubated by Beach House Group, BÉIS has developed from a digitally native journey enterprise right into a worthwhile model producing roughly $210 million in income in 2025. Lifestyle baggage account for roughly half of its gross sales, giving Samsonite elevated publicity to a class it views as an essential development alternative.

The acquisition additionally provides a large digital viewers and e-commerce operation to a Samsonite portfolio led by Samsonite, TUMI and American Tourister. BÉIS has greater than 1.4 million Instagram followers and over 619,000 followers on TikTok, constructing its buyer base by social media, creator partnerships, model collaborations and direct digital advertising.

For Samsonite, these capabilities are a central a part of the funding thesis. The firm plans to mix BÉIS’ digital-first mannequin and client following with its personal world distribution community, sourcing experience, product growth capabilities and logistics infrastructure. The technique is designed to introduce BÉIS to further shoppers and markets whereas preserving the model’s current identification and working mannequin.

“This transaction aligns closely with our key growth priorities: elevating awareness of consumer-centric brands, strengthening our digital capabilities to further support multi-channel growth, expanding our presence in lifestyle bags, and continuing to deliver innovative products that resonate with consumers around the world,” Samsonite Group CEO Kyle Gendreau mentioned.

The deal additionally broadens Samsonite’s attain amongst youthful and predominantly feminine shoppers. That demographic positioning, coupled with BÉIS’ presence in way of life baggage, provides the corporate one other avenue for development past its conventional baggage enterprise and a chance to use its worldwide working platform to a model that has largely constructed its momentum by digital channels.

Samsonite expects the acquisition to have minimal influence on its profitability at closing. Over time, the corporate sees alternatives for working efficiencies as BÉIS grows and positive aspects entry to Samsonite’s scale, sourcing capabilities and world infrastructure.

BÉIS will stay a standalone model following the transaction, with its current administration crew persevering with to run the enterprise. CEO Adeela Hussain Johnson, who helped launch BÉIS and has led it since its inception, will stay in cost.

Mitchell will even retain a big financial and inventive position. She has agreed to roll over roughly half of her current fairness and can maintain a 15% possession curiosity in BÉIS after closing. She will proceed guiding the corporate’s product and inventive course as founder and head of artistic and design.

“Samsonite Group shares our commitment to innovation, quality and consumer centricity, and their global scale, operational expertise and international platform will help us accelerate that growth and reach even more consumers,” Johnson mentioned.

Beach House Group, presently BÉIS’ majority shareholder, will promote its possession stake within the transaction. Founder Shaun Neff mentioned the agency had helped develop Mitchell’s unique imaginative and prescient for the enterprise and considered the sale to Samsonite as the subsequent stage within the model’s enlargement.

The acquisition represents a focused deployment of capital for Samsonite moderately than a wholesale integration of BÉIS into its current manufacturers. Maintaining BÉIS as a standalone operation permits the corporate to retain the administration, artistic positioning and digital technique behind its development whereas offering entry to a considerably bigger worldwide distribution and working community.

BofA Securities is serving as monetary advisor to Samsonite Group, with Ropes & Gray LLP as authorized counsel and Joele Frank, Wilkinson Brimmer Katcher as strategic communications advisor. Raymond James is advising BÉIS, with Granderson Des Rochers, LLP serving as its authorized counsel. Grubman Shire Meiselas & Sacks is advising Mitchell, whereas Hirschfeld Kraemer LLP is serving as authorized counsel to Johnson and Elizabeth Money.