Lift will be the latest entrant to the South African aviation market when it launches domestic flights next month.

The start-up carrier is the brainchild of Gidon Novick , founder of Comair low-cost subsidiary Kulula, and ex Uber executive Jonathan Ayache.

Lift will initially operate three Airbus A320 aircraft, with flights now on sale departing Johannesburg for Cape Town and George from December 10.

The About Us section of the carrier’s website says that Lift’s ground and cabin crew “will be kitted out by leading on-line fashion retailer  Superbalist”, while passengers will be offered Vida e Caffe coffee on morning flights, and wine tastings on afternoon services.

“The airline has developed a unique flexible model where flights and routes can be quickly added based on demand,” said the carrier.

“This has allowed Lift to re-imagine the processes around flying and to make air travel easier and less stressful for South Africans. Lift travellers will in turn have full flexibility on their tickets‚ allowing them to change and cancel without penalties and giving them peace of mind particularly during this time of uncertainty.”

The South African aviation industry is in a state of flux, with all flights by troubled South African Airways flights suspended until at least the end of November.

Simple Flying also reports that Airlink has ended its 23-year-old franchise agreement with South African Airways. The privately-owned carrier recently signed a new interline agreement with Emirates.

Meanwhile British Airways franchisee Comair has launched a business rescue plan, with the aim of restarting flights in December.

British Airways franchisee Comair aims to resume flights in December