Marketing Playbook

When Béis first launched in partnership with incubator Beach House Group, Mitchell and her team weren’t sure how many products the brand would have. The company's product strategy has since shifted several times in 13 months. Originally Béis planned on having one collection that would slowly build over time, but that idea changed to doing exclusive drops and limited seasonal collections. Ultimately they combined the two ideas, which has resulted in a core business that drives 60% of sales.