Beach House Group, the Los Angeles-based beauty and lifestyle incubator behind Pattern Beauty with Tracee Ellis Ross, Noyz, Moon by Kendall Jenner, Marlowe, and Millie Bobby Brown’s brand Florence By Mills, announced today that they are selling a majority stake in BÉIS – the direct-to-consumer luggage and travel accessories brand it co-founded with actress and entrepreneur Shay Mitchell, to Samsonite Group.
“We’re excited to welcome BÉIS into our family of innovative and iconic brands,” said Kyle Gendreau, CEO of Samsonite Group, in a release. “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. BÉIS is spearheaded by an impressive leadership team and has cultivated a loyal customer following through differentiated products, authentic storytelling and a best-in-class digital-first business model. 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.”
Since BÉIS launched in 2018, it has grow into one of the most recognized and coveted names in modern travel. Known for its accessibly-priced, design-forward luggage, the brand has developed a devoted following thanks to Mitchell’s celebrity status and keen creative direction. The brand has also delivered rapid, profitable growth, generating approximately $210 million in revenue in 2025 with very favorable margins.
The transaction has a total enterprise value of $210 million on a cash-free, debt-free basis, subject to a customary adjustment for net working capital. Beach House Group, as majority shareholder, will be selling their full 70% stake in this transaction.
Mitchell, meanwhile, will maintain a 15% share of the company and continue in her role as director of creative and design.
“This is a dream come true. I’m so proud of what our small but mighty team has built over the past eight years,” said Mitchell. “We’ve always dreamed big, and joining the Samsonite Group gives us the chance to dream even bigger. They’re truly the perfect partner – our strengths complement each other so well, together we can take BÉIS places we couldn’t have on our own. I’m so thankful that I get to do something I love every day. Eight years in, I’m as excited as I was on day one. It honestly feels like we’re just getting started, and I can’t wait for everyone to see what’s next.”
“I’m incredibly proud of what our team has built since launching BÉIS – a profitable brand with a loyal community, built on thoughtfully designed products that make travel and everyday life easier,” said Adeela Hussain Johnson, CEO of BÉIS, who helped launch and has led the brand since its inception. “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. I’m excited to keep leading the team and business into its next chapter, staying true to the creativity and authenticity that have defined BÉIS from day one.”
“When we start…