"I Love Béis Bags," Customers Said.

There’s a reason millennials can’t stop talking about their Béis luggage.

From Instagram feeds to TikTok packing videos, Béis has become the go-to travel brand for an entire generation.

Why?

It’s a brand that understands exactly what travelers want. In just a few years, Béis has gone from a newcomer to a disruptor in the $23 billion travel accessories market.

But how did they do it?

Let’s dig in!

The Big Idea:

What Makes Béis Travel Stand Out?

Béis didn’t reinvent the wheel but how we think about luggage.

Think about the last time you shopped for a suitcase. Most likely, the options were either overpriced luxury bags or cheap, boring ones that fell apart after one trip.

Shay Mitchell saw this gap and wanted to build stylish, functional, affordable luggage. But instead of selling products, she sold a lifestyle.

From day one, Shay positioned Béis as a brand for young, savvy travelers who value design and practicality. Every piece, from their carry-on rollers to the weekender bags, screams thoughtful design.

They even added small, genius details like a weight indicator to save you from those awkward airport moments.

Wait, you’ve got questions for Shay?

Check out this video to see if she answered at least one of them:

Behind the Magic:

How Béis Nailed the Millennial Market?

When you think about luggage, it’s not the most exciting product to market.

But Béis turned it into a must-have accessory for millennials by tapping into their desires and habits. Let’s dive into the strategies that made this possible.

1. Personal Connection with Founder’s Audience

Shay Mitchell wasn’t just a celebrity lending her name to a product. She was a traveler who traveled to over 75 countries and lived the struggles her brand aimed to solve.

From overstuffed carry-ons to the frustration of not finding a stylish yet functional bag, Shay’s experiences gave her a deep understanding of her fellow travelers.

Her authenticity made a difference. Millennials relate to influencers who are hands-on and genuine. Shay shared her personal travel stories - both the glamorous and the messy. That gave Béis a human touch.

Instead of coming across as a luxury, Béis felt accessible, like a trusted travel companion. This connection wasn’t just good for storytelling.

It built loyalty. Imagine following Shay Mitchell on Instagram.

You see her jetting off to stunning destinations, juggling long flights, and still looking chic. For her followers, Shay wasn’t just an actress but the ultimate travel muse.

Before launching Béis, Shay spent 2 years traveling to factories and testing materials personally, and when she launched Béis, the reaction wasn’t, “Oh, another celebrity brand.” Instead, it was, “Finally, someone who gets my travel struggles!”

Woah! Look at all these comments:

She maintains an active role in product development and tests every prototype herself, while the name "Béis" comes from the word "base" - representing the foundation of travel essentials.

2. A Practical and Instagram-worthy Product

Most luggage brands focus on durability, and Béis went a step further by making luggage that’s not just long-lasting but also designed for the social media age.

Their signature beige color was specifically chosen after market research showed it photographed well across different lighting conditions.

They follow minimalist and trendy aesthetics - neutral tones, sleek lines, and elegant detailing, and this was strategic because millennials value products that fit into their curated online lives. And a Béis bag completes the look.

But the functionality is what seals the deal. Features like weight indicators, padded compartments, and organizational spaces addressed the modern traveler’s struggles.

Let's say you are at the airport, rushing to check in, and suddenly realize your bag might be overweight. With built-in weight indicator within Béis bags, you would know before leaving home.

Or imagine packing for a weekend trip. Béis bags have compartments for shoes, toiletries, and tech, keeping everything organized and stress-free.

Check out this reel by a fitness influencer packing her Béis bags to travel:

cara_fitch

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You know Béis was one of the first luggage brands to introduce a built-in USB port in their carry-ons at a mid-range price point? And Béis patented weight indicator technology?

In contrast, most luggage brands force you to choose between style and practicality, but Béis bridged that gap because millennials wanted a travel solution that looked good enough to share.

They use water-resistant 1680D cordura nylon found in super expensive luggage, and the brand conducts "drop tests" from 3 feet high with 50 pounds of weight to ensure durability.

This beauty and utility combination positioned Béis as a brand that GETS its audience.

3. Mastering Influencer Marketing

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