At BÉIS, the consumer is at the heart of everything the brand does. As a community-oriented travel essentials brand, BÉIS thrives on direct dialogue with its customers. During a keynote session at Shoptalk in Las Vegas last week, BÉIS CEO Adeela Hussain Johnson shared what the brand has learned from its conversations with customers and prospects, as well as how those insights are being turned into action.

While BÉIS’ core demographic has traditionally been women aged 24-45, the brand’s consumer base is expanding. According to Johnson, BÉIS has seen significant growth in older customers and a rising interest from male shoppers, prompting a strategic effort to market effectively to these demographics.

“Our ultimate goal is to become a household name — one that people not only recognize but also feel personally connected to,” said Johnson.

To achieve this lofty goal, BÉIS will be focusing on its core strengths: delivering functional, fashionable, and attainable products while cultivating a strong sense of community. That process involves listening to its customers, integrating their feedback, and creating products that seamlessly fit into both their everyday and travel wardrobes.

“The greatest compliment we receive is when a customer says, ‘I didn’t know I needed your product, but now I can’t live without it,’” Johnson noted.

Expanding its Reach and Addressing Challenges

With 90 percent of BÉIS’ revenue coming from direct-to-consumer (DTC) sales, digital marketing remains the brand’s primary acquisition strategy. However, it recognizes the value of in-person experiences for shoppers who prefer to engage with products physically before making a purchase. This has led BÉIS to develop strategic retail partnerships with Bloomingdale’s, Nordstrom, Revolve, among others, ensuring that its brand presence extends beyond digital touchpoints into the physical realm.

Of course, growth comes with challenges, Johnson acknowledged. Economic fluctuations, tariffs, and supply chain complexities require BÉIS to find efficiencies without compromising affordability. To maintain a competitive edge, BÉIS is streamlining operations — such as nesting products at their origin — to reduce costs and minimize the financial impact on our customers.

Experiential Marketing to Drive Community Engagement

BÉIS’ marketing approach is multifaceted, blending paid advertising with organic engagement strategies across SMS, email, and social media, among other touchpoints. Diversification is key, with Johnson noting that BÉIS tailors content to each platform, recognizing that TikTok and YouTube require distinct approaches to effectively engage audiences.

Then there are memorable brand activations such as “The Claw,” which featured a human-sized claw machine and saw participants harnessed and lowered into a pit filled with exclusive BÉIS products, including the much-anticipated return of the Berry Collection in fresh, new styles. The pit also featured a variety of BÉIS-branded merchandise and accessories, giving participants the chance to win exclusive items.

These are examples of the community-driven marketing strategy that BÉIS has employed to foster direct consumer interaction.

“These events are not just marketing efforts,” Johnson said. “They are opportunities to listen, engage and strengthen our brand’s connection with its audience.”

The Future: Growth With Purpose

While BÉIS has primarily focused on building its domestic business, the company has a grander vision. Expansion into international markets is on the company’s road map. Such an effort will require a robust wholesale presence, noted Johnson, as physical retail remains the dominant shopping preference overseas. By leveraging its existing consumer data, BÉIS aims to identify strategic market opportunities that align with its brand ethos.

Authenticity remains a cornerstone of that brand ethos, especially in celebrity collaborations. Johnson believes that celebrity and brand partnerships should feel genuine, noting that consumers are quick to detect inauthentic endorsements.

“We work exclusively with individuals who are true advocates of BÉIS, ensuring that their enthusiasm translates into meaningful engagement with our audience,” said Johnson.

Going forward, BÉIS’ vision is clear: to scale profitably and responsibly, maintaining its identity as a community-led brand. Regardless of product category or geography, Johnson said the brand’s mission remains the same: to create products that enhance the lives of people on the go, making BÉIS synonymous with seamless, stylish, and functional travel.