British Airways gets into bed with The White Company

4 Jul 2017 by Tom Otley
British Airways Blanket-details

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

British Airways promotes £400 million investment in lounges and food


British Airways Blanket-2

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.”

British Airways duvet

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.”

Club World full-bed

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.

British Airways amenity bag

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.

British Airways blanket-3

Earlier this year The White Company also started to supply the sleep suits for Qatar Airways.

Qatar Airways offers new White Company pyjamas

The three-year partnership was for pyjamas in both business and first class.

Loading comments...

Search Flight

See a whole year of Reward Seat Availability on one page at

Business Traveller February 2024 edition
Business Traveller February 2024 edition
Be up-to-date
Magazine Subscription
To see our latest subscription offers for Business Traveller editions worldwide, click on the Subscribe & Save link below