Six years ago, Shay Mitchell told ADWEEK that her luggage brand Béis took a DIY approach to Instagram, shooting pics on the fly and posting them unedited and unfiltered. “It’s more authentic,” Mitchell said at the time. “Social media is over-saturated.”
Since then, Béis’ Instagram has gotten pretty slick—and that’s likely to be more the case.
On Thursday (Aug. 13), luggage behemoth Samsonite Group—owner of its namesake brand as well as legacy brands like Tumi and American Tourister—announced that it is acquiring an 85% stake Mitchell’s eight-year-old company for $178.5 million.
Mitchell (who could not immediately be reached for comment) is likely to stay involved, since she’s hanging on to 15% of the company.
