B é is has made a comeback and become a billion dollar bestseller in the luggage market, with an annual revenue of 200 million US dollars? Why is it?

In the fiercely competitive luggage market, there are always some brands that stand out in the industry thanks to their unique charm and outstanding strategies.

Recently, DTC brand Béis announced that its annual revenue for 2023 has exceeded $200 million, a year-on-year increase of 180%. As soon as this news was released, it quickly caused a sensation in the industry.

It’s worth noting that as a DTC brand, Béis has only been established for a few short years, yet it has achieved such astonishing growth in a short period of time. How did it manage to do this?

First, let’s take a look at the DTC model. DTC, or Direct to Consumer, refers to brands that sell directly to consumers via the internet. This model allows brands to handle design, production, marketing, and sales themselves, enabling them to better reach consumers and quickly adjust and optimize products based on consumer feedback. Without middlemen, DTC brands often offer products with higher cost performance, which helps them win more consumer favor.

As a DTC brand, Béis’s founder Shay Mitchell discovered a pain point in the market at the very beginning of her entrepreneurial journey: high-quality travel luggage is expensive, while affordable products lack functionality. So, she decided to create a brand that provides consumers with travel luggage that is both high-quality and functional.

Subsequent facts have also proven just how right this decision was.

Béis annual revenue reaches $200 million. Image source: X

Of course, Béis’s ability to achieve $200 million in revenue and stand out in the market is inseparable from its marketing strategy.

First, as a public figure (Hollywood star), Béis’s founder Shay Mitchell understands all too well the influence of social media on the masses, so she chose to use social media for extensive brand promotion from the very beginning.

Instagram and TikTok, as gathering places for young people, naturally became important battlegrounds for Béis’s marketing. Currently, Béis has over 1 million followers on Instagram and maintains active engagement. Although Béis joined TikTok relatively late, it has quickly accumulated nearly 400,000 followers and garnered 7.3 million likes so far. Each video has a minimum of 10,000 views, and the top three pinned videos have even exceeded 20 million views!

Such a huge traffic flow directed to the independent site has greatly boosted Béis’s sales growth.

In addition, Béis has cleverly utilized KOL marketing. In the early stages of brand development, Béis invited a group of fashion and lifestyle bloggers whose positioning matched the brand, such as @_kaylaargyle_, to collaborate. These bloggers brought a large number of targeted fans and potential customers to Béis by posting promotional content on their own accounts. As Béis’s popularity increased, more and more internet influencers began to spontaneously post content related to Béis and tag the brand, further expanding its exposure and influence.

Béis invites mid-tier KOLs for promotion. Image source: TikTok

Besides the above two points, Béis also pays attention to interaction and communication with consumers. By collecting consumer feedback and suggestions, Béis can promptly adjust product design and optimize functionality to meet consumer needs. This consumer-centric philosophy has also earned the brand a good reputation and loyalty.

Béis topic videos on TikTok. Image source: TikTok

Taking all these points together, it’s not surprising that Béis has become a billion-dollar seller in the luggage market and achieved the goal of $200 million in annual revenue. In fact, Béis’s successful experience also has certain reference value for other Tuke brands.

Whether it’s B2B or B2C companies, if you want to win the market and acquire targeted customers, there’s really only one thing: constantly aligning with customer needs and producing what the market truly needs. Only then can you win the market. In this process, innovative marketing methods are an indispensable part of expanding brand awareness and are also the key for most companies to stand out in fierce market competition.