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HSR Case Study: How Beis Became a $200M Travel Powerhouse—and Why I Missed It
Breaking DTC rules to redefine travel essentials and dominate the market.
Maggie Sellers & Katie Sellers
20 Oct
When Shay Mitchell launched Beis in October 2018, the direct-to-consumer (DTC) space was in its prime. We were in a golden age of DTC brands—think Glossier, Away, Casper, Warby Parker, and Allbirds. These companies were thriving by shaking up traditional markets, from beauty to travel, sleep, and eyewear. The vibe? Optimistic. Valuations? Through the roof. Everyone was betting on the next big thing, as long as it had a clear niche and appeal. But many of these brands later hit roadblocks, struggling with profitability and scalability.
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