Key Takeaways:
- Samsonite Group is acquiring 85% of BÉIS in a deal with a total enterprise value of approximately $210 million.
- Beach House Group, founded by Shaun Neff, is selling its full 70% stake as part of the transaction.
- BÉIS generated approximately $210 million in 2025 net sales, and the deal is expected to close in the fourth quarter of 2026.
Shaun Neff, the action sports industry veteran who built Neff Headwear before moving into consumer brand incubation, is behind another major deal outside the surf, skate and snow world he came from.
Beach House Group, the Los Angeles-based brand incubator Neff founded, is selling its full 70% stake in BÉIS, the direct-to-consumer luggage and travel brand co-founded by actress Shay Mitchell in 2018, to Samsonite Group.
It marks Beach House Group’s second brand exit and its largest to date, according to the Beach House announcement.
The BÉIS Deal Details
Samsonite Group is acquiring 85% of BÉIS’s equity for $178.5 million in cash, funded with cash on hand and available borrowing capacity under its revolving credit facility. The transaction carries a total enterprise value of approximately $210 million on a cash-free, debt-free basis, subject to a customary net working capital adjustment.
Mitchell has agreed to roll over approximately half of her existing equity in BÉIS and will retain a 15% ownership stake after closing.
BÉIS generated approximately $210 million in 2025 net sales at attractive margins, according to the release. Lifestyle bags make up approximately 50% of the brand’s net sales. The deal is expected to close in the fourth quarter of 2026, subject to regulatory approvals and other customary closing conditions.
Why BÉIS Stands Out
BÉIS Luggage. Photo courtesy of BÉIS.
BÉIS has built a social media following of more than 1.4 million on Instagram and over 619,000 on TikTok, according to the release, which cites that following as part of what drew Samsonite Group to the brand.
Adeela Hussain Johnson, who helped launch BÉIS and has led it since its founding, will continue as CEO, with BÉIS operating as a standalone brand within Samsonite Group’s portfolio. Mitchell will continue to guide the brand’s creative and product direction as Founder and Head of Creative and Design.
“When we incubated BÉIS, we recognized immediately that this was a special brand destined for great things. We’re incredibly proud to have helped bring Shay’s vision to life,” Neff said in a statement. “This exit is one we approach with great joy, as we pass the baton of this remarkable brand to Samsonite Group. We look forward to watching them take BÉIS into its next stage of growth.”
“We’re excited to welcome BÉIS into our family of innovative and iconic brands,” said Kyle Gendreau, CEO of Samsonite Group, in a statement. “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.”
From Neff Headwear to a Portfolio of Breakout Brands
Neff founded Neff Headwear in 2002, building it into a brand known for collaborations with athletes and celebrities including Scarlett Johansson, Snoop Dogg, DEADMAU5 and Kevin Durant before selling the company to Mad Engine in 2017.
From there, Neff pivoted into brand building on a bigger stage. Beach House Group’s portfolio now includes PATTERN with Tracee Ellis Ross, MOON with Kendall Jenner, NOYZ, Marlowe and Florence by Mills with Millie Bobby Brown, in addition to BÉIS. The firm’s largest investor is Monogram Capital Partners.
“When we started Beach House Group, the goal was never to build one great brand but to build a company that could do it again and again,” Neff said in a statement. “BÉIS is just an example of the rapid growth we can bring to brands, we have many on our roster already attracting acquisition attention.”
Neff has also stayed connected to the action sports world he came from. He joined the X Games ownership group as an investor and advisor in 2024, working alongside MSP Sports Capital to rebuild the X Games brand and reconnect it with youth culture.
He was previously part owner of sunscreen brand Sun Bum, sold to SC Johnson in 2019, and has since joined the ownership group of the Los Angeles Football Club.
