British Airways announces partnership with the White Company

British Airways announced plans to give its customers a great night’s sleep in the sky through a partnership with the luxury life style brand, The White Company, according to a statement of British Airways.

The 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 premium cabins.

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.  Customers will also be given a super-soft woven blanket. 

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, 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.