Since its 2018 launch, BÉIS has transformed from a startup into a dominant force in modern travel gear, leveraging Mitchell’s creative direction and a highly engaged digital community. The brand reported $210 million in revenue for 2025, a figure that attracted Samsonite’s interest as it seeks to capture a more design-conscious, direct-to-consumer audience. Beach House Group, backed by private equity firm Monogram Capital Partners, will divest its entire 70% ownership stake as part of the transaction.
Samsonite Acquires Majority Stake in BÉIS for $210 Million
Luggage giant Samsonite has acquired a 70% stake in BÉIS, the travel accessories brand co-founded by actress Shay Mitchell and the Los Angeles-based incubator Beach House Group. The deal, valued at $210 million, marks the largest exit to date for the incubator, which specializes in scaling celebrity-backed consumer products.
Shaun Neff, founder of Beach House Group, described the sale as a validation of the company’s repeatable incubation model. Beyond BÉIS, the firm manages a portfolio that includes Tracee Ellis Ross’s Pattern Beauty and Kendall Jenner’s Moon. Neff confirmed plans to launch another category-defining brand in mid-2027, signaling that the incubator intends to maintain its aggressive pace of brand development and subsequent strategic exits.
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