British Airways announces partnership with The White Company

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British Airways has announced its plans to give customers a great night’s sleep in the sky through a partnership with the lifestyle brand, The White Company. The British retailer will supply bedding and amenity kits in Club World as part of the airline’s AUD $68 million customer investment plan, with a focus on excellence in the premium cabins and more choice and quality for all.

Later this year, customers travelling in Club World between Heathrow and New York JFK will be given a new 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 pillowcase. To enhance customers’ comfort, the double-sided pillow, which has been designed for day and night use, features cosy grey fabric on one side and crisp white cotton on the reverse. Customers will also be given a super-soft woven blanket with satin trim and a duvet to improve their quality of sleep, 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 an elegantly designed bag from The White Company and contain products from the retailer’s ‘Restore & Relax Spa Collection’, as well as a super-soft jersey eye-mask, offering a further touch of luxury in the sky.

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

The airline 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. Towards the end of the year, 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.

All flights from Australia land at British Airways’ state-of-the-art home at London Heathrow Terminal 5. All Club World business class customers can enjoy the facilities at the Arrivals lounge, which includes showers, breakfast and complimentary Elemis spa treatments. Customers can also enjoy champagne at the exclusive Galleries Club lounges on their departure.

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