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The White Company unveiled as the new BA Club World bedding provider

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British Airways announced yesterday that it has chosen The White Company to provide bedding and amenity kits for Club World as part of the current £400m customer investment plan.

Don’t get too excited.  The new amenities will only be introduced on the New York JFK route this year.  You will be waiting until 2018 to see them across the network.

British Airways White Company 1

To quote:

Later this year, customers travelling in Club World between Heathrow and New York JFK  will be given a new elegant day cushion which will double up as a fantastic lumbar support when working or relaxing on board.

Exclusively for British Airways, The White Company have also designed a bespoke, luxuriously soft large pillow and white cotton pillowcase to enhance customers’ comfort and to help them sleep well in the sky.

Customers will also be given a super-soft woven blanket with satin trim and a specially developed luxury 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.

British Airways White Company 2

To be honest, I think this is a smart choice.  The White Company was heavily promoting the opening of its first New York store when I was over there a couple of weeks ago, and it has a slightly higher end position than you would get from John Lewis or Marks & Spencer.  It is interesting to see Elemis being dropped as amenity kit providers given that they still operate the lounge spas.

It may or may not be a coincidence that shirt maker Charles Tyrwhitt, which is owned by the same family who own The White Company, recently became a British Airways Executive Club Avios-earning partner.

British Airways White Company 3

Other Club World changes to be pioneered in the Autumn on the JFK route include trolley-served dining and ‘breakfast cards’ on overnight flights which you can tuck into your seat, ticked with your meal options, if you want to be woken.

You can learn more about BA’s current Club World investment programme in Anika’s article on the BA investment press day here.  There is also a special BA website on its investing plans here.

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Comments (51)

  • Jon says:

    Think these changes will have been introduced on LGW services by May 2018? We just bought CW tickets in the BA sale to Orlando.

    • Rob says:

      You would like to think so, but ….

      • Kilburnflyer says:

        Flying Club World SFO-LHR on Thursday 4th January 2018, so one would assume to soon for these new service perks?

        Also, does anyone know the timeline for refurbished BA lounge at SFO? I hear current one is pretty shabby and CX lounge closes at 13:00 (our flight is 16:30 on 747)

    • Nick says:

      This is hilarious…’will my new little pillow be on my flight next year?’ People getting over excited about some blankets…come on guys.

      • Ro says:

        people need something… anything… to look forward to if they are flying BA

      • Kilburnflyer says:

        Given that it’s a 10+ hour red-eye, I think the intrinsic benefit of a mattress pad and duvet is reasonable for a better night’s sleep, flights with this service (like JFK services) would also have the new J catering / glassware etc.. so it’s hardly insignificant. Thank you for your sneering nevertheless

  • s says:

    the BA product is falling behind, on a refurbished 747 dallas – lhr in May, the air vents and reading lights were filthy. In Economy but still expect cleanliness, Is it Heathrow monopoly causing this? If Birmingham was a HUB airport with fast rail into London would competition drive BA performance up or out of business?

    • IanMacK says:

      I failed miserably on a Flybe ABZ-LHR flight back in February (freezing fog at LHR) so ended up with ABZ-BHX. Straight out of airport over to train station, Virgin Express to Euston (stopped at Coventry then Milton Keynes) – quicker than if I’d taken ABZ-LHR then Tube T5 to central London !

  • Another Phil says:

    As someone who still has a soft spot for the ‘Britishness’ of BA and who would be sad to see the demise of BA, I think this is a good move. My own perception of the White company is one that I think it’d be good for BA to resonate with.

  • Talay says:

    Shocking service on LHR-BKK 2 days ago on BA009. Shocking seating known about.

    Wife and daughter complaining about poor attention from staff. No automatic champers prior to lift off, had to ask 3 times for water, lots of attention given to “someone famous” leaving others without adequate support. Formal complaint to follow return flight.

    Even wife and daughter say they won’t fly them again on this old 8 abreast seating arrangement. I won’t fly them period.

  • Clive says:

    OT: Is Anika’s review of premium on Norwegian due soon? Currently have to choose between that and BA WTP and would like to read her thoughts first if possible.

    • Rob says:

      To be honest, it will be at least 10 days away I think, mainly because I am out 3 days next week which means that she has to pick up a lot of day to day stuff from me. (The main reason it isn’t done yet is that she was also covering for me when I was in Amsterdam.) If you’ve got any specific queries feel free to email her at anika [at] and I’m sure she’ll respond although she is off ill today and not in the office. She has flown BA WTP as well so can compare.

  • Jim says:

    Cmom HFP is this really deemed to be a necessary post? What next toilet paper ply change in BA lounge?

    • Genghis says:

      Perhaps more relevant than the doughy bacon rolls now available till 11am

      • Rob says:

        You underestimate how passionate certain people are about the BA bacon rolls. If you take a lot of early morning flights they become a fixture in your life. We don’t run trivial stuff for the sake of it …

        • Anna says:

          My OH gets genuinely distressed that they don’t do the bacon rolls at Manchester and we are always too late by the time we get to Heathrow. This year we’re flying down the night before just so we can have them lol!

          • Cate says:

            That’s interesting. My OH gets distressed if they don’t serve baked beans with breakfast. We’re going to the Conrad St James next week and all he wants to know is if they serve beans :-/

          • Genghis says:

            A place in the UK that doesn’t serve baked beans with a full English breakfast is (trying to be) poncy

          • KP says:

            @Cate they do serve baked beans for sure! Lived at Conrad pretty much most of last year for work reasons

    • Rob says:

      You should have seen all the gumph BA sent to us 🙂 People say we grumble too much about BA and here is something nice …..

      In terms of page views, though, you may be correct. As of 1pm:
      Qatar 3,809
      Crossrail 3,348
      White Company 2,495

      …. although, as a whole, 2,495 is far higher than the worse performing article would normally have by 1pm.

      Email open rates so far:
      Qatar 52%
      Crossrail 51%
      White Company 48%

    • clive says:

      Of course it’s a necessary post! CW seats are quite lumpy/contoured and hard – the key part of this package for me will be the ‘padded mattress cover’. Hopefully it will make a difference…

  • Andrew says:

    Has anyone actually seen the QR White Co PJs yet, apart from in publicity shots and Q Suite demos? I keep getting the old QR branded ones.