Fly between London and New York with on board British Airways’ Club World and expect an enhanced night’s sleep thanks to new bedding from The White Company, along with a new amenity kit.

Club World (business class) customers on the airline’s flagship route can now enjoy luxurious bedding and amenity kits from the iconic British retailer as part of the airline’s £400m investment into improving customer experience in its Club World cabins.

Carolina Martinoli, British Airways’ director of customer experience, said: “Our new sleep products have been inspired by insights and feedback from customers and our cabin crew so we’re thrilled to see the designs come to life. We hope our customers enjoy snuggling down on board and arriving at their destination feeling fully refreshed and relaxed.”

Exclusively for British Airways, The White Company has designed a luxuriously soft large pillow and white cotton pillowcase to enhance customers’ comfort and to help them sleep well in the sky.

Customers will also receive an elegant day cushion, which also doubles up as a lumbar support when working or relaxing on board, as well as a super-soft woven blanket with satin trim, a bespoke luxury duvet, and a padded mattress cover for an extra layer of comfort.

“Research shows the things that customers value most in our premium cabins are: quality of food and drink, service delivered by cabin crew and the ability to sleep,” says Martinoli.

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The new Club World amenity kits come in a bespoke bag from The White Company and contain products from the retailer’s ‘Restore & Relax Spa Collection’. The products have been specially selected to help counteract the effects of long-haul air travel, as each item is designed to provide a relaxing boost whenever customers need it during their flight

The new bedding from The White Company will be gradually rolled out across British Airways’ long-haul network by summer 2018.

In addition to the £400 million being spent on Club World, a First Wing check-in area with direct security and lounge access has launched at Heathrow, while lounges around the airline’s network are to be refreshed and improved.