SAMSONITE GROUP S.A. TO ACQUIRE BÉIS, EXPANDING ITS LIFESTYLE PORTFOLIO AND ENHANCING DIGITAL CAPABILITIES

MANSFIELD, Mass. and HONG KONG and LOS ANGELES, (PERLA) -- Samsonite Group S.A. (together with its consolidated subsidiaries, the "Company", "Samsonite Group," "our", "us" or "we"; SEHK stock code: 1910) announced that it has entered into a definitive agreement to acquire BÉIS, LLC ("BÉIS"), a leading lifestyle and travel brand founded in 2018 by actress and entrepreneur Shay Mitchell and incubated by Beach House Group.

BÉIS is a digitally native lifestyle and travel brand that offers differentiated luggage and lifestyle bag offerings, exceptional consumer engagement, and a sophisticated digital marketing and e-commerce ecosystem. Leveraging social media, creator partnerships, and strategic brand collaborations, the company has cultivated a loyal customer base and a social media following of over 1.4 million on Instagram and more than 619,000 on TikTok. The acquisition expands Samsonite Group's travel and lifestyle portfolio while strengthening its digital capabilities and enhancing its growth profile in North America.

"We're excited to welcome BÉIS into our family of innovative and iconic brands," said Kyle Gendreau, CEO of Samsonite Group. "This transaction aligns closely with our key growth priorities: elevating awareness of consumer-centric brands, strengthening our digital capabilities to further support multi-channel growth, expanding our presence in lifestyle bags, and continuing to deliver innovative products that resonate with consumers around the world. 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. We see significant opportunities to accelerate BÉIS' long-term growth, while preserving the entrepreneurship, creativity, and strong brand identity that have fueled the enterprise's success since its founding."

"This is a dream come true. I'm so proud of what our small but mighty team has built over the past eight years," said Shay Mitchell, Founder and Chief Creative Officer of BÉIS. "We've always dreamed big, and joining the Samsonite Group gives us the chance to dream even bigger. They're truly the perfect partner - our strengths complement each other so well, together we can take BÉIS places we couldn't have on our own. I'm so thankful that I get to do something I love every day. Eight years in, I'm as excited as I was on day one. It honestly feels like we're just getting started, and I can't wait for everyone to see what's next."

"I'm incredibly proud of what our team has built since launching BÉIS - a profitable brand with a loyal community, built on thoughtfully designed products that make travel and everyday life easier," said Adeela Hussain Johnson, CEO of BÉIS, who helped launch and has led the brand since its inception. "Samsonite Group shares our commitment to innovation, quality and consumer centricity, and their global scale, operational expertise and international platform will help us accelerate that growth and reach even more consumers. I'm excited to keep leading the team and business into its next chapter, staying true to the creativity and authenticity that have defined BÉIS from day one."

"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 and guide the company to this milestone," said Shaun Neff, Founder of Beach House Group. "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."

Founded in 2018, BÉIS expands Samsonite Group's reach among younger, predominantly female consumers and increases its exposure to faster-growing lifestyle bag categories, which comprise approximately 50% of BÉIS' sales. The brand has delivered rapid, profitable growth, generating approximately $210 million in 2025 revenue at attractive margins, and is expected to further enhance Samsonite Group's net sales growth profile. Samsonite Group expects to leverage its global distribution network, product innovation capabilities, sourcing expertise and logistics platform to introduce BÉIS to new consumers. The acquisition is expected to have minimal impact on Samsonite Group's profitability at closing, with opportunities for operating efficiencies over time as BÉIS continues to grow and benefits from Samsonite Group's global scale and operating platform.