Samsonite to buy celebrity luggage label BÉIS for $210 million
Samsonite announced a $210 million purchase of the celebrity-started BÉIS brand, expanding its lifestyle and digital portfolio.
On August 12, Samsonite disclosed a $210 million agreement to purchase BÉIS, the travel and lifestyle brand created by Shay Mitchell in 2018. Mitchell, the former "Pretty Little Liars" star, holds the title of chief creative officer and has overseen the expansion from the iconic Weekender bag to a full suite of suitcases, accessories, children’s luggage and a 2024 utility collection supporting the National Park Foundation.
The acquisition reflects Samsonite’s strategy to broaden its lifestyle offerings and strengthen its digital presence. BÉIS’s appeal lies in turning functional travel gear into stylish statements that consumers like to showcase. The deal positions the newly acquired products for wider distribution under Samsonite’s global network.
Why it matters
The purchase adds a trendy, celebrity-backed line to Samsonite, signaling consolidation in the travel-goods market.
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