Under the terms of the agreement, BÉIS will function as a standalone brand within the Samsonite ecosystem. Adeela Hussain Johnson will remain in her role as Brand President and CEO, continuing to oversee day-to-day operations and the company's established management team. Shay Mitchell, who launched the brand to bridge the gap between functional travel gear and aesthetic design, will retain her position as Head of Creative and Design to guide the company's long-term product vision.
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Samsonite Group Finalizes Acquisition of Lifestyle Brand BÉIS
Samsonite Group has officially completed its acquisition of BÉIS, the digitally native travel and lifestyle brand founded by actress Shay Mitchell in 2018. The deal integrates the Los Angeles-based company into the luggage giant’s global portfolio while maintaining its existing management structure and creative leadership.
For Samsonite Group, the acquisition serves as a strategic move to bolster its lifestyle presence and capture a more engaged, digital-first consumer base. CEO Kyle Gendreau emphasized that the integration aims to leverage BÉIS’s proven innovation engine and community-centric marketing approach. Samsonite, which manages iconic labels including TUMI and American Tourister, plans to support the brand's momentum through its extensive global distribution network while preserving the creative autonomy that defined BÉIS’s growth over the past eight years.
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