Change is in the air. High up in the clouds. I had to fly British Airways Club World (business class) to experience some of it for myself.
I have flown business class in many airlines over the past few years, but I would find something missing without being able to put my finger on it. Flying BA not only got my fingers onto it, but my arms, my legs and the rest of me: It was the luxurious feeling you would expect when paying premium. Made possible by getting The White Company on board.
BA is sensibly investing in what matters most when flying: comfort, with dollops of indulgence thrown in. For a good night’s sleep, or even a siesta depending on the time zone you are flying through. The White Company is supplying BA with bedding and amenity kits as a part of the airline’s £450m (figure the math in your currency; INR would be about Rs. 4,000 crores) customer investment plan.
What is waiting on your seat, or let’s call it bed, in the Club cabin? In BA’s own words, “A bespoke, luxuriously designed soft large pillow and pillowcase. 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 is gradually being rolled out across British Airways’ 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 (so important – why would some airlines give you that irritating, rough-on-the-edges with an piercing elastic eye-mask that threaten a clot!), offering a further touch of luxury in the sky. Some airlines make the mistake of giving you stuff you would want to leave behind; this kit is something I kept and continue to use even as I write this.
ABOUT THE WHITE COMPANY
Founded by Chrissie Rucker MBE over 22 years ago, The White Company claims to have 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 2017. 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.