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British Airways announces partnership with luxury lifestyle brand The White Company
Source: Action Kuwait , Author: Posted by BI-ME staff
Posted: Wed July 5, 2017 11:41 am

UAE. British Airways today 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 maximise 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.           

About British Airways:
⦁ Four hundred million pounds will be spent on Club World with an emphasis on improved catering and sleep, and a new seat in the future. At Heathrow a First Wing check-in area with direct security and lounge access has launched, and lounges around the airline’s network are to be revamped and improved. The Club Europe cabin has also been introduced on UK domestic services and all customers can look forward to the latest generation Wi-Fi across British Airways’ long-haul and short-haul fleets over the next two years.
⦁ British Airways flies to more than 200 destinations around the world.
⦁ BA Holidays offer an extensive range of carefully-selected hotels, car hire and travel experiences that are available to book with flights in a wide range of worldwide destinations from ba.com/holidays.
⦁ The airline is one of the world's largest international airlines, carrying approximately 40 million passengers around the world every year.
⦁ The airline offers a choice of four cabins on the majority of its long-haul services.
⦁ The airline is investing in new aircraft, new cabins, new technology and new routes.
⦁ British Airways operates the majority of its flights from Terminal 5, its home at London Heathrow. This terminal is capable of handling 30 million customers a year and is the size of 50 football pitches.
⦁ British Airways’ home Terminal 5 has been recognised as the world’s best terminal for the fourth consecutive year in the Skytrax awards.
⦁ British Airways has won the Consumer Superbrand for the fourth time in a row, and the Business Superbrand for the third year in a row. This is the first time any company has ever won the double consecutively.
⦁ British Airways’ parent company is International Airlines Group, which also owns Aer Lingus, Iberia and Vueling, and has just launched a low cost carrier from Spain called LEVEL.

About The White Company
Founded by Chrissie Rucker MBE over 22 years ago, The White Company has become one of the UK’s fastest growing multi-channel retailers and a leading lifestyle brand with over 50 stores across the UK and a New York flagship having opened in June of this year. The quintessentially British brand is now synonymous with transforming houses into homes, creating impeccably stylish, beautifully designed products with British town and country heritage at its core. What started as a range of white essentials for the linen cupboard has gradually grown into the ultimate luxury lifestyle destination for the home, closet and children.
    

 

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