Samsonite buys 85% of BÉIS for $178.5 million

Samsonite Group announced on Wednesday it will buy BÉIS, LLC, a digitally native lifestyle and travel brand, for roughly $210 million. The deal includes an 85 percent stake in BÉIS for $178.5 million paid in cash, financed by the company’s cash reserves and its revolving credit facility. The transaction is slated to close in the fourth quarter of 2026 and will leave BÉIS operating as a standalone brand within Samsonite.

The purchase comes as the travel industry shifts toward digital‑first experiences and a broader range of lifestyle products. Samsonite, known for its luggage, is looking to diversify its offerings and tap into BÉIS’s online presence and design‑focused customer base. The move is intended to broaden Samsonite’s portfolio beyond traditional travel gear and strengthen its digital capabilities, positioning the company for growth in an increasingly e‑commerce‑driven market.

Under the terms of the deal, BÉIS will keep its existing management team, led by CEO Adeela Hussain Johnson, and continue to operate independently under Samsonite’s umbrella. Founder Shay Mitchell will retain a 15 percent ownership stake after rolling over about half of her equity, and she will remain involved in guiding the brand’s creative and product vision. The acquisition is expected to have minimal impact on Samsonite’s profitability at closing, with potential operating efficiencies realized over time.

Samsonite’s shares rose 4.79 percent to HK$14.220 on the Hong Kong Stock Exchange after the announcement. Investors see the deal as a strategic expansion that could boost long‑term earnings. If the transaction proceeds as planned, Samsonite will have added a high‑growth, digitally native brand to its lineup, potentially reshaping its market position in the coming years.