Time to sleep well in the sky, with The White Company

Faster Flying

Sleeping on a cloud

A great British luxury brand makes flying a smoother experience

British Airways has agreed a partnership with luxury brand The White Company to supply new bedding in Club World cabins to improve customers’ sleep quality.

Exclusively for the airline, The White Company has designed a bespoke, luxuriously soft large pillow and white cotton pillowcase. 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 to give an extra layer of comfort.

The enhancements also feature a new elegant day cushion that can double up as a lumbar support when you're working or relaxing on board and new Club World amenity kits with products from The White Company’s ‘Restore & Relax Spa Collection’, plus an ultra-soft jersey eye-mask.

The changes will be introduced first on Heathrow-New York JFK routes this month, then gradually rolled out across British Airways’ long-haul network.

They will follow a transformation of Club World catering to create a new restaurant-style dining service, with display trolleys allowing customers to select dishes from a choice of starters and desserts, which are served on contemporary table settings.

The White Company partnership is accompanied by a number of measures on board to maximise available sleep time for Club World customers. Breakfast cards will enable customers to indicate in advance whether they wish to be woken for breakfast and, if so, what they would like.

“Our investment in Club World has started and we’ll be helping our customers dine better and sleep better, says Alex Cruz. Partnering with The White Company, another quintessentially British brand renowned for quality and style, is another important step in a multi-million pound investment for our premium customers.”