British Airways, The White Company ink deal

In autumn a new restaurant-style premium dining service will begin in Club World

Customers will be given a super-soft woven blanket with satin trims.
Customers will be given a super-soft woven blanket with satin trims.

British Airways has signed a partnership with the luxury lifestyle brand, The White Company. The retailer will supply bedding and amenity kits in Club World.

Later this year, customers travelling in Club World between Heathrow and New York JFK will be given a new elegant day cushion which will double up as a lumbar support when working or relaxing on board.

Exclusively for British Airways, The White Company has also designed a soft large pillow and white cotton pillowcase to enhance customers’ comfort.

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Customers will also be given a super-soft woven blanket with satin trims and a specially developed luxury duvet, as well as a padded mattress cover giving an extra layer of comfort. The new bedding from The White Company will then be gradually rolled out across British Airways’ other long-haul routes.

The new Club World amenity kits come in a designed bag from The White Company and contain products from the retailer’s 'Restore & Relax Spa Collection', as well as a jersey eye-mask.

Alex Cruz, British Airways’ chairman and CEO, said: “Our investment in Club World has started and we’re kicking off by helping our customers sleep even better in the skies. Partnering with The White Company, another quintessentially British brand renowned for quality and style, is the first step in a multi-million pound investment for our premium customers.”

The White Company opened its first international flagship store in New York last month at 155, Fifth Ave in the city’s Flatiron district.

British Airways is also introducing a number of measures on board to maximise available shut-eye time for customers in Club World.  Breakfast cards will also be given out so customers can select if they wish to be woken for breakfast and if so, what they would like.

In autumn a new restaurant-style premium dining service will begin in Club World, with display trolleys allowing customers to select dishes from a choice of freshly prepared starters and desserts served on beautiful new table settings.

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