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Email: info@wingtubag.comWith annual revenue of more than $200 million, the bag became a hit in North America
In 2024, in the Red Sea market of the luggage category, another billion-level seller member was added.
DTC brand BEIS recently announced that its 2023 revenue has exceeded $200 million, up 180% year on year. It not only occupies a place in the saturated luggage market, but also subverts the high growth, multibillion dollar hot industry with its unique brand concept and operation strategy.
From the unexpected popularity, to the revenue of hundreds of millions, online and offline fans, BEIS has won hundreds of thousands of customers through what innovative methods
Positioning of new concepts, flexible design requirements
To find new growth in the nearly saturated Red Sea market, innovative brand concept or innovative product differences are all necessary ideas to break the game. In the luggage market, there seem to be many brands, but in fact, a large part of them have the problems of homogenization, and the brand only focuses on its own product characteristics, while ignoring the needs of users.
Before the emergence of BEIS, most brands in the suitcase category only targeted people who often travel or only want to buy suitcases, but ignored the feelings of other consumers, or only focused on “luggage”, but did not consider the use of various scenarios in “travel”. While the BEIS is different.
BEIS founder Shay Mitchell said: BEIS is available to all mobile people, whether going to the gym for travel trips, road trips or commuting to work. Therefore, since the establishment of the brand, BEIS has examined the luggage industry from the perspective of peoples “travel”. Any travel scene is regarded as a development scene by BEIS, providing customers with diversified travel solutions.
BEIS not only sells carry-on and checked suitcases, but also offers a range of bags that meet various travel needs: from work handbags to fitness bags, backpacks and weekend travel bags, consumers can find suitable bags for them.
In addition, BEIS sells matching accessories, from makeup bags to laptop bags and lunch bags, making the brand a one-stop lifestyle destination for all.
While other established luggage brands offer certain types of travel bags, they are often designed for sale in minor, obscure categories; BEIS uses these as a central part of their value proposition, ensuring they can be used with other BEIS products.
Customer-centric. An uncompromising value proposition
It turns out that the industries most vulnerable to disruption are those with fairly limited innovation and saturated markets.
The luggage market has been growing for a long time, with dozens of popular brands dominating the majority, but they are either expensive and stylish or affordable but poor, with few brands in the best of both worlds. After discovering this market opportunity, BEIS began to develop a brand strategy to occupy this blank market.
Founder Shay Mitchell said: ” The market is always full of sophisticated but expensive bags or powerful but poorly designed bags. As a customer, I do not want to compromise on any aspect, I believe that most consumers are the same, this is the purpose of creating BEIS —— to provide consumers with fashionable, multi-functional affordable bags.”
BEISs pricing strategy is the key to its success. BEIS has successfully positioned itself as a luggage brand that provides style, design and function at a competitive price. It is not only flush with expensive luggage in terms of appearance and function, but also has more functionality and is more cost-effective. It is far more widely selected than some major luggage brands.
Take the BEIS best-selling carry-on suitcase, for example, for $218 (TUMI or Samsonite carry-on suitcase for between $350 and $800.), available in eight colors, has a 4.9 star rating and 10,000 reviews. In addition, BEIS offers entry-level travel items with prices ranging from $8 to $68, while Away has a much smaller variety, starting at $25 and up to $75.
By the end of 2019, BEIhad 100 different types of products. Within a year, the company grew 200% and earned $20 million. Currently, its DTC channel accounts for 75% of sales revenue, while 80% of its DTC channel comes from mobile devices.
In addition, in response to the changing consumer needs and expectations, BEIS has set up a customer analysis department to collect all the data feedback from the brand. Enough digital analysis helped BEIS flexibly manage the product matrix of the brand. During the epidemic period, BEIS originally had a suitcase series about to be released, but BEIS made correct feedback on the epidemic, stopped putting new products on the shelves, and instead made bag products for better sale during the epidemic, thus timely stopping losses.
BEISs customer analysis department also has a two-way conversation with customers, and BEIS posts in the independent station community, allowing customers to weigh the colors or patterns of the new bags. If BEIS continuously receives the same feedback about the pouch, BEIS implements the change immediately. BEIS will continue to follow the suggestions and improve the bags after they are put on the market in the future.
To cater to Gen Z users, BEIS has also launched the BEIS-ics series. With a more basic and simplified design, the cheaper generation Z version is introduced.
In the eyes of BEIS, the voice of consumers can feedback the needs of consumers at different levels. However, in the process of listening to feedback, —— practice —— continued listening, BEIS has formed a customer-centered demand double bond. This good brand communication environment is more conducive to the development of the brand.
Across the social media platforms to improve awareness and conversion rate
BEIS also has another obvious advantage, namely the brand customer acquisition channel. As a DTC brand created by web celebrity, BEIS is born with an active Internet factor. By shaping itself into a modern, modern and affordable lifestyle brand, BEIS soon became a web celebrity brand and constantly uses social media platforms to convey its value proposition.
BEIS currently has 1 million followers on Instagram and 370,000 on TikTok (some videos have more than 20 million viewers), is active on social media and has a strong content strategy. BEIS often communicates the brands lifestyle and product features to consumers on TikTok, while using Instagram posts to seamlessly divert traffic to its independent sites.
BEIS on the product low price strategy also extends to the social media platform marketing methods, although the founder of Shay Mitchell itself is web celebrity, but she did not pay with any KOL cooperation, but more believe the spread of UGC, and just through the brand customer own fermentation, BEIS brand account data has been quite excellent.
Well-known retailers such as Bloomingdales work together to attract customers who like to buy bags and travel accessories offline.
BEIS also launched a flash mob in 2022 and 2023 to increase brand awareness and drive conversion through its website. By designing immersive experiences such as “BEIS Hotel” pop-up stores, it helps brands to display their products in a unique offline environment, enabling the brand to interact more with customers, and promote brand building beyond traditional channels such as retail stores and e-commerce.
Hussain Johnson, President of BEIS Marketing, said, ” The DTC model will continue to occupy the largest share of the BEIS business, and we remain a digital native brand for a long time. However, through two years of pop-up store experience, the brand has also learned that our consumers do like to interact with BEIS through physical channels. Therefore, BEIS will continue to expand its offline channels in the future.”
A brand in the Red Sea market from scratch, needs to constantly attract the attention of consumers. After the founder of web celebrity brought the first wave of attention to the brand, BEIoccupied the market gap in the luggage category through cost performance and exquisite design, and expanded channels through social media marketing, and became hundreds of millions of players in the luggage category within five years.
BEIS is also an example, showing that the category disruption is sometimes not to change an industry, just by doing better: BEIS by creating new experiences and designing products suitable for all customer needs and lifestyles to resonate with the audience; and effectively interact with customers, provide a range of fashionable, durable and affordable products to meet all customer travel needs. This luggage brand proves that reshaping a category can often make a big difference.