.shaymitch chatted with us about how she is building her travel brand, Béis.
Shay Mitchell is known to travel as often as three times per month, but these days, she’s staying “grounded.”
Shay Mitchell launched her travel brand, Béis, in October 2018. “When I was on a show, I could talk to [fans] about story outline and my character. Now it’s about my line,” she said, adding that she does reply to fans from Béis’ account. “So many of the ideas that they’ll mention of what they want to see coming up, we already have being sampled or being sent over. I look so closely at how they use the product, what they like about it, what they don’t like, what they want to see more of.
Béis’ tight distribution strategy is intentional. A Canadian native, Mitchell always sought out Nordstrom on her visits to the States and knew she wanted to partner with the retailer when it came time to officially launch. Thus far, each drop has sold consistently well, with each new collection selling out completely. A recent launch of 300 limited-edition mesh totes sold out in six minutes.Mitchell doesn’t have plans to expand to other categories beyond travel — yet, though she does intend to launch a baby range.
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