Published on Wednesday, July 5, 2017

BA signs deal with The White Company for Club World cabins

British Airways has signed a partnership with luxury lifestyle brand, The White Company, for its premium cabins.

The British retailer will supply bedding and amenity kits in Club World as part of a £400 million investment by the airline.

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.

Premium passengers will also get bespoke, 'luxuriously soft' large pillows, white cotton pillowcases, super-soft woven blankets with satin trim, specially developed luxury duvets, and padded mattresses.

The new bedding from The White Company will then be gradually rolled out across BA's other long-haul routes.

Meanwhile Club World amenity kits will have products from The White Company's Restore & Relax Spa Collection', as well as a super-soft jersey eye-mask.

Alex Cruz, BA 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.

In the 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 new table settings.

Passengers will also be given breakfast cards to indicate if they wish to be woken for breakfast.

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