British Airways Announces Partnership With The White Company
News, Press Release
10 Jul 2017
KUALA LUMPUR, 6 JULY 2017 - 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
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
Exclusively for British Airways, The White Company have also designed a bespoke, luxuriously soft large
pillow and pillowcase. To enhance customers’ comfort, the double-sided pillow, which has been expertly
designed for day and night use, features cosy grey fabric on one side and crisp white cotton on the
reverse. 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, in the city’s
The airline 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 the 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.
For more information, please visit ba.com.
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.
About British Airways
British Airways’ route network currently serves more than 213 destinations, which include 10 destinations in the
UK, 114 in Europe and 89 in the rest of the world. British Airways currently operates one daily non-stop flight
between Kuala Lumpur and London with the most technologically advanced Boeing 787-9 Dreamliner. British
Airways is the only carrier to offer a four-class configured aircraft on the route.
The airline operates from the award-winning London Heathrow Terminal 5 exclusive to customers of British
Airways and its sister airline Iberia, Terminal 5 can handle 30 million customers a year. In March 2017, London
Heathrow won the award for the World’s Best Airport Shopping and was named one of the world’s top 10
airports in the Skytrax World Airport Award.
In October 2016, British Airways and its frequent flyer programme, Executive Club was awarded Best Short-Haul
Carrier and Best Frequent Flyer Programme for the 11th consecutive year. British Airways’ Concorde Room at
London Heathrow Terminal 5 was awarded Best Airport Lounge. The oneworld alliance, of which British Airways
was a founding airline, came in first in the Best Airline Alliance category for the fourth year running.
In February 2017, British Airways was named the Best Overall Cellar at Business Traveller Cellars in the Sky
2016. British Airways also topped the list of Business Superbrand (UK) for the third consecutive year and
Consumer Superbrand (UK) for the fourth consecutive year in 2017.