Shay Mitchell has turned a travel frustration into a luggage company valued at about $210 million. Eight years after launching BÉIS, the “Pretty Little Liars” star is preparing for a major ownership change while staying closely involved with the brand.
Samsonite Group announced on August 13, 2026, that it had agreed to acquire an 85% stake in BÉIS for $178.5 million.
The transaction follows roughly $210 million in net sales during 2025. Mitchell will keep a 15% interest and continue leading the company’s creative and product direction. The deal therefore gives BÉIS a new corporate partner without removing its founder from the business.
How BÉIS Started
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Mitchell spent seven seasons playing Emily Fields on “Pretty Little Liars.” She later appeared in “You” and “Dollface.” Frequent travel for work gave her a close look at the luggage market. She wanted bags with useful compartments, reliable construction and practical details without the price associated with luxury brands.
BÉIS began taking shape about 18 months before its 2018 launch. During a flight, Mitchell reportedly sketched her ideal travel bag on a cocktail napkin. The concept focused on making travel products that looked polished but remained accessible to younger shoppers.
The name BÉIS came from the beige-colored bag Mitchell often carried while traveling.
She entered the luggage business without formal product-design training. Early on, she worked with a five-person team and spent time learning how luggage was made. That included visiting factories and examining materials, wheels, zippers and interior layouts.
Mitchell also wanted a hands-on role. Rather than simply attaching her name to a product, she took part in design and development decisions.
Building the Brand Around Products
BÉIS launched through brand incubator Beach House Group with a direct-to-consumer model. Mitchell chose not to call it “BÉIS by Shay Mitchell.” The decision helped position the company as a standalone luggage brand instead of a celebrity merchandise project.
Over time, its product range expanded beyond suitcases and weekend bags. The company added backpacks, work totes, cosmetic cases, children’s bags and other travel accessories.
Mitchell described the business approach as “intuition backed by knowledge” during a 2024 National Retail Federation discussion. Customer data played a role in product decisions, while Mitchell’s own experience as a frequent traveler helped identify practical features.
That combination helped BÉIS build a large social media audience. The brand has more than 1.4 million Instagram followers and about 619,000 followers on TikTok.
BÉIS Adjusted During COVID-19
Instagram | beis | BÉIS expanded beyond rolling luggage by introducing hands-free bags and totes for everyday use.
The company faced an unexpected challenge when the COVID-19 pandemic sharply reduced travel. The disruption came just before BÉIS planned to release its rolling luggage line.
Instead of relying only on travel products, the company shifted attention toward hands-free bags, totes and items useful for everyday life. BÉIS chief executive Adeela Hussain Johnson said the company recorded more than 200% growth during 2020. The business then maintained double-digit annual growth in the years that followed.
Johnson has led the company’s operations while Mitchell has focused on creative direction, product development and brand identity. Both are expected to remain involved after the Samsonite transaction closes.
What the Samsonite Deal Means
Samsonite will acquire 85% of BÉIS for $178.5 million, based on an enterprise value of approximately $210 million. Beach House Group plans to sell its entire 70% interest. Mitchell will roll over about half of her existing equity and retain a 15% ownership position.
The transaction is expected to close in the fourth quarter of 2026, pending regulatory approval.
Mitchell described the agreement as “a dream come true” and said she was “so proud of what our small but mighty team has built over the past eight years.” She also said the partnership with Samsonite would allow BÉIS to “dream even bigger” and reach markets it could not access independently.
BÉIS is expected to remain a standalone business under Johnson and its existing management team. Mitchell will continue as founder and head of creative and design.
The Samsonite agreement marks a significant ownership shift, but it does not signal Mitchell’s departure from BÉIS. She retains equity, creative authority and a role in product decisions. The company now enters its next phase with a global luggage group behind it while keeping the leadership structure that helped shape the brand since its 2018 launch.
