British Airways has announced the details of its new partnership with The White Company. The deal will see Club World passengers on the London Heathrow to New York JFK route be given a new day cushion.
The changes are part of a £400 million investment announced earlier this year
In addition, there is a new larger pillow and white cotton pillowcase for sleeping, and a blanket with satin trim and a duvet as well as a padded mattress cover. The new bedding will then be gradually rolled out across British Airways’ other long-haul routes.
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.”
Chrissie Rucker MBE, founder of The White Company, said: “We are passionate about creating the best night’s sleep for all our customers and I’m truly delighted to now be working with British Airways to ‘sleep well in the sky’. I hope you love the result as much as we do.”
British Airways is also introducing breakfast cards, which will be given out so customers can select if they wish to be woken and, if so, what they would like to eat.
In the autumn a new “restaurant-style premium dining service” will begin in Club World, with display trolleys allowing customers to select dishes.
The new Club World amenity kits come in a White Company bag and contain products from the retailer’s “Restore & Relax Spa Collection”, as well as a jersey eye-mask. The amenity bags are unisex.