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Club White In BA Club World

British Airways has now boarded luxury lifestyle brand The White Company onto its Club World service. Dee Osborne

The iconic British retailer will supply bedding and amenity kits as part of the airline’s £400m customer investment plan. Later this year, customers travelling in Club World between Heathrow and JFK will be given a new elegant day cushion which will double up as a ueful lumbar support when working or relaxing on board. The White Company has also designed a bespoke, luxuriously soft large pillow and white cotton pillowcase to enhance customers’ comfort and to aid sleep.

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

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.

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