Canadian actress and model Shay Mitchell scored a major goal when her luggage brand Béis was sold to Samsonite Group for $178.5 million in cash earlier this month.
Incubated by El Segundo-based Beach House Group in 2018 to target mostly Millennial and Gen Z women, the brand is getting a major facelift from the global travel accessory giant, which now owns 85% of the company. Mitchell, who founded the brand and serves as the chief creative officer, expects to stay in a supervising role after the deal closes by fourth quarter this year. She also sold around half of her existing equity, though retaining a 15% stake.
According to a statement, Samsonite would use its global distribution network and other resources to expand Béis’ reach. Beyond Béis, the $19 billion juggernaut also owns a wide range of travel brands like Tumi, Hartmann and American Tourister.
Kyle Gendreau, chief executive of Samsonite Group, said in the statement that the deal aligns with core objectives for the company, including focusing on digital capacities and growing awareness for consumer-centric brands.
“We’re excited to welcome Béis into our family of innovative and iconic brands,” Gendreau said. “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.”
Mitchell, who rose to fame for her role in the hit drama series “Pretty Little Liars,” said the deal was “a dream come true.” Along with Chief Executive Adeela Johnson, her team has built an emerging powerhouse that generated about $210 million in net sales last year.
“Samsonite Group shares our commitment to innovation, quality and consumer centricity,” Johnson said in the statement. “And their global scale, operational expertise and international platform will help us accelerate that growth and reach even more consumers.”
Influencer-led brands
Béis is not the only celebrity-led venture that saw massive success in recent years in the Los Angeles area. Hailey Bieber’s skincare line Rhode Inc. sold to E.l.f. Beauty last May for $1 billion, while Selena Gomez’s Rare Beauty catapulted the actress to billionaire status in 2024, according to Bloomberg News.
The follower count, however, does not always translate to commercial success. The market is increasingly saturated, and consumers are experiencing more fatigue, reported New York-based Modern Retail. Beyond catching the shoppers’ attention with a well-known name, the brands still need to cultivate trust, the report pointed out.
“As the initial buzz fades, these brands are discovering that retail is indeed a velocity business, and no amount of social media following can replace product-market fit and operational discipline needed to grow a business long-term,” the report continued, citing the recent closures of Kim Kardashian’s Skkn, Gwen Stefani’s Gxve Beauty and Drew Barrymore’s Flower Beauty as examples. “For instance, the celebrity’s name helps convert the first purchase and drive trials. However, the product’s taste, effectiveness and price point drive the second purchase.”
