Samsonite Group Completes Acquisition of Lifestyle Brand BÉIS

MANSFIELD, Mass. and HONG KONG and LOS ANGELES, Oct. 1, 2026 /CourierPR/ -- Samsonite Group, with its SEHK stock code 1910, today announced that it has completed its acquisition of BÉIS, a leading lifestyle and travel brand founded in 2018 by actress and entrepreneur Shay Mitchell. This move marks a significant step in advancing Samsonite Group's lifestyle presence and furthering its key growth priorities.

BÉIS will continue to operate as a standalone brand within Samsonite Group's portfolio under the direction of Adeela Hussain Johnson and its existing management team, with Shay Mitchell continuing to guide the brand's long-term creative and product vision. The acquisition is expected to leverage BÉIS's digital capabilities and consumer engagement to enhance Samsonite Group's overall portfolio.

Samsonite Group, with a heritage dating back to 1910, is the world's best-known and largest travel luggage company and a leader in global lifestyle bags. The company owns and operates a portfolio of consumer-centric and iconic brands, led by Samsonite, TUMI, and American Tourister, that empower customers' journeys with globally trusted, innovative, and increasingly sustainable products. Building on its long history of industry leadership, Samsonite Group's vision is to create a path toward a more sustainable future for the industry.

Founded in 2018 by Shay Mitchell, BÉIS is a digitally native lifestyle and travel brand headquartered in Los Angeles, California. BÉIS has built a distinct point of view through a combination of product leadership, continuous innovation, creative direction, and marketing execution that few brands in its space can match, earning a level of cultural relevance most only aspire to. Building on this foundation, its vision is to be the trusted on-the-go brand for everyone in motion.

Its product philosophy is centered on functionality: designing dual-purpose pieces that hold up on your longest trips and still earn a spot in your everyday rotation, with features you didn't know you needed until you couldn't live without them. This product leadership is matched by a powerful innovation engine, with a launch cadence of limited-release collections and collaborations that create exclusivity and cultural relevance around the brand. Underpinning it all is a digital-first, community-built marketing approach that turns customers into evangelists, fuels real-time product feedback, and drives industry-leading engagement.

The acquisition is expected to integrate BÉIS's strengths in digital marketing and consumer engagement with Samsonite Group's established presence in the travel and lifestyle markets. This partnership aims to drive innovation and expand the reach of both brands, providing customers with a broader range of products and experiences.

The acquisition is expected to enhance Samsonite Group's portfolio with BÉIS's innovative approach and strong consumer engagement, driving growth and sustainability in the travel and lifestyle markets.