British Airways has tied up with The White Company for new bedding and amenity kits targeting the brand’s premium Club World customers.

British Airways has struck a deal with The White Company. As part of the airline’s £400m customer investment plan, the retailer will supply bedding and amenity kits in Club World, with a focus on the carrier’s premium cabins to provide heightened choice and quality.

Later in the year, customers travelling in between Heathrow and New York JFK will be given a day cushion, which doubles up as a lumbar support when working or relaxing on board. A bespoke pillow with pillowcase has been designed with both comfort and luxury in mind.

Passengers will also receive a woven blanket with satin trim, custom-developed duvet, and padded mattress cover. The new bedding will gradually roll out across other long-haul routes. Breakfast cards will be offered too for the option to be woken for breakfast.

The amenity kit features an elegant bag with products from The White Company’s Restore & Relax Spa Collection and a jersey eye-mask. In autumn, a premium Club World dining service begins. Display trolleys will introduce guests to choice starters and desserts.

“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,” said Alex Cruz, Chairman and CEO of British Airways.

British Airways is a three-time winner of the World Branding Awards in the Airline category.

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