Published on : Saturday, November 4, 2017
Earlier this year the chief executive of British Airways named Alex Cruz had declared a £400 million investment into the long-haul corporate-class product with improvements to food and sleep made important priorities.
It would be followed by the roll-out of onboard Wi-Fi and a completely new seat design from the year 2019.
The aircraft flying from the London Heathrow to New York JFK route had been selected as the first with brand new ‘restaurant-style’ catering commencing in September. And the bedding and other essential amenity kits were selected from the British homeware brand The White Company that was introduced on 24th October.
In total the fleet of British Airways had approximately 6,000 Club World seats so that it would be taking the end of next year till these alterations can be discovered on all its aircrafts.
A spokesperson for British Airways told the media that since they were done with the M&S catering on short-haul routes, it would be a wise idea to establish partnerships with reputed brands since it gives them a certain degree of distinctiveness.
He then added that the White Company is quite well-known in the United Kingdom and is starting to be discovered in New York so that there are some advantages for raising awareness.
Recently The White Company recently opened its second US store at 155 Fifth Avenue in Manhattan.
In an increasingly competitive marketplace brand collaborations are proving to be a popular way for airlines to stand out.
For instance the new Polaris business class has bedding from Saks Fifth Avenue and Soho House washbags filled with Cowshed toiletries.
In case of British Airways, passengers would have a large White Company pillow, a light, padded under-sheet and a soft woven blanket with satin trim. The amenity kits contain a lip balm, jersey eyemask, moisturizer and a calming ‘pulse point’ balm from its Restore & Relax Spa Collection.