British Airways will give customers a great night’s sleep in the sky through a partnership with luxury lifestyle brand The White Company.

The iconic British retailer will supply bedding and amenity kits in the airline’s Business Class, Club World, with a focus on excellence in the premium cabins and more choice and quality for all.

Later this year, customers travelling in Club World between Heathrow and New York’s JFK will be given a new elegant day cushion which will double up as lumbar support when working or relaxing on board. The White Company has designed a bespoke soft large pillow and white cotton pillowcase exclusively for British Airways, to enhance customers’ comfort and sleeping conditions in the sky.

Customers will also be given a 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 which provides 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 jersey eye-mask.

British Airways 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.

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