The White Company inks British Airways deal

By

Sandra Halliday

Published
Jul 4, 2017

The White Company has landed a deal to supply higher-spending British Airways customers in Club World with bedding and amenity kits as part of the airline’s £400 million investment plan designed to upgrade its premium offer.

The products will be available to travellers flying between London Heathrow and New York JFK later this year and will include the provisions of pillows, blankets, a duvet and padded mattress cover. The products will be added to other long-haul flights in the future.

The amenity kits come in a White Company-designed bag and also contain bath and body items from its Restore & Relax Spa Collection, plus a jersey eye mask.

Getting a brand’s products in front of potential customers is a key part of any marketing strategy and this deal makes the most of the airline’s higher-end environment to reach both the business and private passengers who it is assumed have discretionary cash to spare.

The launch on flights between London and New York also comes at an optimum time for the UK lifestyle firm following the opening last month of its debut US store in New York City.