BA an­nounces part­ner­ship with the white com­pany

Kuwait Times - - BUSINESS -

Bri­tish Air­ways yes­ter­day an­nounced its plans to give cus­tomers a great night's sleep in the sky through a part­ner­ship with the lux­ury life­style brand, The White Com­pany. The iconic Bri­tish re­tailer will sup­ply bed­ding and amenity kits in Club World as part of the air­line's £400m cus­tomer in­vest­ment plan, with a fo­cus on ex­cel­lence in the premium cab­ins and more choice and qual­ity for all.

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.

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."

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." The White Com­pany opened its first in­ter­na­tional flag­ship store in New York last month at 155, Fifth Ave in the city's Flat­iron dis­trict.

Bri­tish Air­ways is also in­tro­duc­ing a num­ber of mea­sures on board to max­i­mize avail­able shut-eye time for cus­tomers in Club World. Break­fast cards will also be given out so cus­tomers can se­lect if they wish to be wo­ken for break­fast and if so, what they would like. In au­tumn a new restau­rant-style premium din­ing ser­vice will be­gin in Club World, with dis­play trol­leys al­low­ing cus­tomers to se­lect dishes from a choice of freshly pre­pared starters and desserts served on beau­ti­ful new ta­ble set­tings.

Bri­tish Air­ways cus­tomers will soon be given new lux­u­ri­ous bed­ding by The White Com­pany.

Bri­tish Air­ways' new lux­u­ri­ously soft quilt and bed top­per.

Bri­tish Air­ways' new amenity kit by The White Com­pany.

The White Com­pany part­ners with Bri­tish Air­ways.

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