The White Company x British Airways Club World

The Brief

Matrix were approached by British Airways to improve the Club World customer sleep experience and offer a significant upgrade to the British Airways product that was onboard.

The Work

With a longstanding relationship with The White Company, Matrix were able to offer British Airways the unique opportunity to partner with the UK’s leading luxury lifestyle retailer to create a bespoke range of products to ensure customers slept well in the sky.

Matrix had 6 months to develop a collection of products that would aim to deliver enhanced sleep and a new level of comfort for Club World customers. The products had to withstand the rigours of operational testing and laundry requirements, whilst retaining The White Company’s natural product values.

The Result

The new range included the hero product, the new large pillow, which was specifically developed to enhance the sleep experience on board. The pillow champions British manufacturing at its best, with a retail quality siliconized fibre filling and 100% cotton luxury pillowcase. Other products include a soft day blanket in light grey with satin trim; a light grey quilted duvet – the thickest duvet available on any airline; a specially designed mattress topper with a built-in top sheet; and a smaller lumbar cushion offering additional support to the head or neck.

To complement the soft product, Matrix also developed The White Company amenity kit, with products designed to aid the sleep journey, such as an enlarged, light-blocking eyeshade, and a roll-on, relaxation remedy from The White Company’s Spa range.

The full collection was launched in October 2017, customer feedback was immediate with many hailing it a huge success and significant step change for BA.

We are passionate about creating the best night's sleep for all our customers, and I'm truly delighted to now be working with British Airways and Matrix to help Club World flyers to 'sleep well in the sky'. I hope you love the result as much as we do.

Chrissie Rucker MBE
The White Company