Samsonite buys 85% of BÉIS for $178.5 million to expand lifestyle

Samsonite Group agreed to acquire 85 percent of BÉIS for $178.5 million in cash, buying into a digitally native travel label that posted $210 million in 2025 revenue.

"We see significant opportunities to accelerate BÉIS' long-term growth, while preserving the entrepreneurship, creativity, and strong brand identity that have fueled the enterprise's success since its founding," Kyle Gendreau, chief executive officer of Samsonite Group, said.

The deal values BÉIS at about $210 million on a cash-free, debt-free basis, subject to a working capital adjustment. Lifestyle bags account for roughly half of BÉIS sales, and the brand counts more than 1.4 million Instagram followers and 619,000 on TikTok. Shay Mitchell, who founded BÉIS in 2018 with Beach House Group, will roll over about half her equity and keep a 15 percent stake, continuing as head of creative and design.

The acquisition is expected to close in the fourth quarter of 2026, subject to regulatory approvals. Samsonite expects minimal impact on profitability at closing, with operating efficiencies to follow as BÉIS taps its global distribution network. The deal is classified as a discloseable transaction under Hong Kong Listing Rules.

A Digital-First Label Built on Creator Partnerships

BÉIS, headquartered in El Segundo, California, sells through its direct-to-consumer platform and wholesale partners, using limited-release collections and collaborations to drive demand. The brand's launch cadence and community-built marketing have turned customers into repeat buyers, with lifestyle bags making up about half of net sales. Samsonite, whose portfolio also includes TUMI and American Tourister, plans to use its sourcing, logistics and global distribution to introduce BÉIS to new markets while keeping the label standalone under chief executive officer Adeela Hussain Johnson.

Deal Structure Leaves Room for Full Control

Under the transaction, Beach House Group, BÉIS' majority shareholder, sells its entire stake, while Mitchell retains 15 percent through Home Beis. After the third anniversary of closing, Home Beis holds a put option and BÉIS a call option over the remaining interest, potentially giving Samsonite full ownership. Samsonite will fund the purchase with cash on hand and borrowing under its revolving credit facility. BofA Securities advised Samsonite, with Ropes & Gray as legal counsel, while Raymond James advised BÉIS with Granderson Des Rochers as its counsel.

The deal gives Samsonite exposure to a younger, predominantly female customer base at a time when the group's second-quarter sales are expected to slow. CLSA cut its rating on Samsonite to Outperform from Buy on that outlook, while the stock carries a consensus Buy rating with a HK$20.10 price target. If BÉIS sustains its growth, the acquisition could lift Samsonite's net sales profile; if integration costs mount, the premium paid may weigh on near-term earnings.

This article is for informational purposes only and does not constitute investment advice.