Shay Mitchell’s BÉIS Lands Massive $210 Million Deal with Samsonit

Shay Mitchell, best known for her role as Emily Fields on Pretty Little Liars, is celebrating a major entrepreneurial milestone. On August 12-13, 2026, Samsonite Group announced it will acquire an 85% stake in BÉIS for $178.5 million in cash, valuing the company at around $210 million.

Mitchell founded BÉIS in 2018 after struggling to find stylish, functional, and affordable luggage. What started as a personal solution quickly grew into a digitally native lifestyle brand loved by younger consumers, especially women. By 2025, BÉIS was generating about $210 million in annual net sales and had built a strong following across Instagram and TikTok.

Under the deal:

• Samsonite buys 85% of the company.
• Beach House Group (which held a large stake) is exiting completely.
• Mitchell retains a 15% ownership stake and will continue as Founder and Head of Creative and Design.
• Current CEO Adeela Hussain Johnson and the existing management team will stay in place.
• BÉIS will operate as a standalone brand within the Samsonite family (which also includes Tumi and American Tourister).

Mitchell called the partnership “a dream come true,” saying it will allow the brand to grow in ways it couldn’t achieve alone while keeping its creative spirit intact. The deal is expected to close in the fourth quarter of 2026, pending regulatory approval.

This success story highlights how celebrity-founded brands can scale from passion projects into major industry players. From Pretty Little Liars to a nine-figure exit, Shay Mitchell continues to prove she’s a force both on screen and in business.

Mitchell launched BÉIS in 2018 after years of frustration with traditional luggage. She wanted pieces that looked chic, functioned well for real travel, and didn’t come with luxury price tags. What began as a personal solution quickly evolved into a digitally native lifestyle brand that resonated strongly with younger, mostly female consumers. The company expanded beyond suitcases into weekenders, toiletry bags, passport holders, and other travel accessories, building a loyal following across Instagram and TikTok that now exceeds two million combined.

By 2025, BÉIS had reached approximately $210 million in annual net sales and was already profitable — an impressive achievement for a celebrity-founded brand that started as a passion project. Beach House Group, which helped incubate the brand and held a 70% stake, is selling its entire position as part of the transaction. Mitchell is selling half of her previous ownership while rolling the remaining portion into the new structure, keeping her meaningfully invested in the brand’s future.

In a statement, Mitchell described the partnership as “a dream come true.” She expressed pride in what her “small but mighty team” built over eight years and said joining Samsonite gives BÉIS the ability to scale in ways it could never have achieved independently. Samsonite CEO Kyle Gendreau highlighted that the acquisition strengthens the company’s presence in faster-growing lifestyle bag categories and enhances its digital capabilities.

The transaction is expected to close in the fourth quarter of 2026, subject to customary regulatory approvals. Once complete, BÉIS will continue operating independently under Samsonite’s umbrella while benefiting from the larger company’s global distribution, manufacturing expertise, and resources.

This moment marks a rare full-circle success story in Hollywood. Mitchell rose to fame as Emily Fields on Pretty Little Liars, then quietly built a real business that now sits at the intersection of fashion, travel, and digital commerce. At a time when many celebrity brands struggle to move beyond social media buzz, BÉIS has proven it can deliver both cultural relevance and serious financial results.

For fans of Mitchell and followers of celebrity business news, this deal is more than a paycheck — it’s validation that a thoughtfully built brand with a clear point of view can compete at the highest level. From Rosewood secrets to airport carousels, Shay Mitchell has successfully transitioned from screen star to genuine industry player.