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.
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.
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.
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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