We expect the news of British Airways’ new partnership will bright a sigh of relief to frequent fliers of the airline. The White Company and British Airways today announced its plans to improve the bedding and amenity kit offering for Business Class passengers, following similar moves from the likes of Delta, SAS and United.
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. This isn’t the first White Company and airline collaboration, the brand created the pyjamas for BA’s OneWorld partner Qatar Airways.
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.” These improvements are the first signs of a drastic U-turn to bring the premium elements back to the carrier, contrasting the existing product offering which includes charging passengers £55 to pick their business class seat, something virtually all other carriers offer for free.
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.”
We hope this will be the first in a wave of improvements, that will put Club World as a globally recognised leading business class product, of which we would like to see new seats, all-aisle access, dine-on-demand and no ancillary charges such as complimentary seat booking, even chauffeur service.
TheDesignAir 
Dressing up a turd is not going to get me flying BA any time soon. Those seats are a joke.
British Airways is hoping Business Class passengers will sleep throughout the flight, so that they don’t notice the inflight service on BA’s planes has been downgraded to the point of ridiculousness. One of the world’s great airlines has been reduced to a mere shadow of its former self.
I flew BA two weeks ago from Heathrow to Toulouse, and the polite request by a passenger across the aisle from me, for a simple cup of water – following a 2.5 hour delay on a scorching afternoon – was refused by a female flight attendant who was so dismissive you’d have thought she’d been asked for a tin of caviar. This gentleman then complained with such vehemence that the flight attendant reconsidered her original blanket refusal and went to the purser, who quickly brought the man a glass of water. Astonishing.