Shay Mitchell is turning the travel brand she co-founded into a major corporate success. Samsonite has agreed to acquire an 85% stake in BÉIS for $178.5 million in cash, putting the luggage company’s valuation at approximately $210 million. The deal gives Samsonite control of a brand that has grown considerably since Mitchell helped launch it in 2018.
Mitchell is not exiting BÉIS following the transaction. She is expected to retain a 15% ownership stake and continue working with the company as its founder and head of creative and design, allowing her to remain involved in its products and overall identity.
The acquisition also expands Samsonite’s already extensive brand portfolio, which includes TUMI, American Tourister, High Sierra and other travel-focused names. Samsonite describes itself as the world’s largest travel luggage company, with operations spanning luggage, lifestyle bags and travel accessories.
How Shay Mitchell turned BÉIS into a major travel brand
Mitchell co-founded BÉIS after becoming frustrated with travel products that often forced consumers to choose between appearance, functionality and price. The company launched with a focus on stylish travel bags and accessories before expanding into suitcases, backpacks, totes and other products.
The business eventually developed beyond its celebrity connection and established itself as a standalone travel brand with a strong consumer following. According to the figures cited in the original report, BÉIS generated approximately $210 million in annual net sales in 2025.
The acquisition gives Samsonite access to that growing business while allowing BÉIS to retain its separate identity. Samsonite has increasingly built a diversified portfolio rather than relying exclusively on its namesake luggage brand, a strategy reflected in its ownership of multiple travel and lifestyle labels.
The transaction values Mitchell’s remaining 15% interest at approximately $31.5 million based on the announced $210 million valuation. Her retained ownership also means she will continue to have a financial interest in BÉIS as Samsonite takes majority control.
The deal marks a significant new chapter for Mitchell’s business career, transforming a company created from her own frustrations with travel products into an asset valuable enough for one of the world’s biggest luggage groups to acquire a controlling stake.
