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Béis just completely overhauled The Weekender — here’s everything founder Shay Mitchell keeps inside hers
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If you’ve ever left a review about the Béis Weekender somewhere on the internet, Shay Mitchell has probably read it. The good, the bad, the “this is too heavy,” and “the straps hurt my shoulders” — and she welcomes it all. In fact, she wants you to keep bringing it: The founder and her team just used nearly eight years of comments to overhaul its core collection of travel essentials, Weekender included.
I hated this one thing about my Béis bag—and the brand just fixed it
Béis sees your many, many hate comments on TikTok, and raises you a solution: a reimagined, redesigned take on the internet's most talked-about travel accessory, the Béis Weekender bag.
Now, I'm no stranger to this Béis best-seller; with over two million Weekenders sold since its launch in 2018, who is? I have, however, long been a critic of the travel bag. For all its style and well-intentioned design flourishes, I always found that it could never quite fit enough; and even what I was able to pack, felt overbearing to carry in just this travel bag alone.
At some point, I surrendered and reverted back to a standard carry-on suitcase, never to think of my O.G. Béis Weekender again — that is until today, when the brand announced a renovated Béis collection that sees the luggage brand's most iconic products get a little… refresh, if you will!
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How a buzzy luggage brand turned TikTok hate comments into a product road map
CMOs often treat hate comments on TikTok as a corporate reputation problem. BÉIS, the buzzy luggage brand founded by actor Shay Mitchell, is incorporating them into its product road map.
This week, BÉIS (pronounced "base") is rolling out major redesigns to many of its core products, the company exclusively told CMO Insider. That includes its much-reviewed and much-duped Weekender bag, which helped it build a cult following online.
Liz Money, SVP of brand and creative at BÉIS, said her team cataloged every negative TikTok video it could find about The Weekender — from complaints about its weight to criticism of its straps — and used those videos as a blueprint for the redesign. BÉIS is also sending the updated bag to some of its harshest critics, with no obligation to post about it. It embraced its fans on social media, too, by inviting them in to preview the product first and offer their feedback.
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