4 min read • 681 words
Introduction
The travel industry is witnessing a strategic shift, and it’s being led by an unexpected guide. Béis, the luggage brand synonymous with female-founded, aesthetically-driven travel, is making a decisive move to capture a new demographic. Fronted by rising star Tyriq Withers, this campaign signals more than a product launch; it’s a calculated expansion into the competitive men’s market, challenging long-held notions of who the modern traveler is.
A Calculated Departure from the Runway
Founded by actress Shay Mitchell in 2018, Béis carved its niche by solving practical travel woes with stylish, functional solutions, quickly becoming a favorite among women. Its expansion into men’s is a pivotal business evolution. This isn’t a simple rebranding of existing products. It represents a dedicated line, designed from the ground up to meet the specific functional and aesthetic preferences of male travelers, a market segment with significant, often underserved, spending power.
The Face of a New Journey
Central to this launch is Tyriq Withers, the actor poised to star in the film adaptation of Colleen Hoover’s “It Ends with Us.” His casting is a masterstroke in brand alignment. Withers embodies a modern, versatile masculinity—polished yet approachable, creative, and on-the-move. His rising profile provides immense visibility, but his authentic persona offers the crucial ingredient of relatability, allowing the brand to connect with men beyond traditional, sterile marketing tropes.
Design Philosophy: Form Meets Uncompromising Function
The men’s collection reportedly retains Béis’s core DNA of clever compartments and durable construction but reinterprets it through a masculine lens. Expect a refined color palette moving beyond neutrals, materials chosen for resilience, and organizational features tailored for business trips, weekend getaways, and athletic gear. The goal is to offer luggage that isn’t just durable but is a considered accessory for a life in motion, blending seamlessly into both airport terminals and urban environments.
Context: The Evolving Landscape of Travel Retail
Béis’s move arrives as the luggage sector experiences a renaissance. Post-pandemic travel surges have combined with a consumer demand for quality and identity-driven products. The men’s personal goods market, particularly in travel, has long been dominated by legacy brands offering limited stylistic variety. This creates a prime opportunity for a digitally-native, social-savvy brand like Béis to disrupt the space with direct-to-consumer appeal and community-focused storytelling.
The Celebrity-Founder Blueprint
Shay Mitchell’s hands-on role as founder provides a unique advantage. Her public journey with the brand—from sharing packing hacks to addressing customer feedback—has built immense trust. This expansion under her leadership feels like a natural brand chapter rather than a corporate cash-grab. It leverages the authentic connection she’s forged while demonstrating shrewd business acumen in identifying and pursuing scalable growth avenues in a crowded marketplace.
Marketing to the Modern Man
The campaign strategy will be critical. Moving beyond mere product shots, expect narrative-driven content showcasing Withers in various travel scenarios—business, leisure, adventure. The messaging will likely emphasize versatility, ease, and the empowerment of being well-prepared. Success hinges on speaking to men as discerning consumers who value design and utility equally, avoiding stereotypes and fostering a sense of inclusion within the Béis travel community.
Challenges on the Tarmac
This expansion is not without its headwinds. Béis must convince its core female audience that the brand’s essence remains intact while simultaneously persuading men to choose it over established competitors like Away, Tumi, or Monos. Pricing, perceived value, and distinct design differentiation will be key battlegrounds. Furthermore, the brand must navigate the nuanced expectations of male consumers who are increasingly selective about the brands they endorse.
Conclusion: The Destination Ahead
Béis’s foray into men’s luggage, guided by Tyriq Withers, is a bold experiment in brand elasticity. It tests whether a label born from a specific founder’s vision can transcend its initial demographic without diluting its core identity. If successful, it could redefine the brand as a universal travel companion and set a new benchmark for how celebrity-founded ventures scale. The journey ahead will reveal if the market is ready to pack a Béis, regardless of gender.
