Famous for its white goods home, The White Company is British Airways’ new partner. The combination is just the airline’s first step in a plan that provides up to £ 400 million in investments to improve premium cabins.

The executive cabanet – named Club World – and the amenities kit will be signed by the British brand. During the day, passengers will receive a new cushion, which doubles in a lumbar support to work.

At night, large pillows, designed by the White Company exclusively for the British, with white cotton pillowcases will be distributed. Soft blankets, premium duvet covers and a bed cover, plus a rest mask for the eyes and products of the Restore & Relax Spa Collection brand, are also part of the kit.

British intends to implement the news later this year on flights between Heathrow Airport in London and JFK in New York. Other routes should also receive the new kits gradually.

More convenience in the premium segment

In addition to the partnership, British Airways also begins to introduce a series of measures on board to try to improve the satisfaction of customers who opt for Club World. Breakfast cards will be distributed so passengers can select whether they wish to be woken up and, if they say yes, what they would like for the meal.

A new gastronomic service will also be included in the airline portfolio from September.