LONDON– British Airways (BA) will introduce new Club World amenity kits across long-haul flights departing from London Heathrow Airport (LHR), ending its nearly decade-long partnership with The White Company for business class travel essentials.
The rollout follows a successful trial of the redesigned kits on flights from London Gatwick Airport (LGW) last year.
The refreshed amenity kits feature a new design, a different wellness partner, and artwork created by British artists, marking one of the airline’s most visible cabin product updates in recent years.
While The White Company will continue supplying Club World bedding, the onboard amenity kits will now feature products from British wellness brand anatomē.
British Airways New Club Kits
British Airways confirmed that the new Club World amenity kits will begin appearing on Heathrow departures next month after receiving positive feedback during the Gatwick trial introduced in late 2025.
The redesigned kits replace the leather-style pouches previously supplied through The White Company with recycled fabric roll-top bags secured by a metallic buckle.
The bags also showcase artwork from British artists Amelia Coward, Charlotte Roseberry, Kit Boyd and Naomi Edmondson, offering passengers one of several different designs.
Inside each kit, passengers will find a bespoke 10ml moisturiser and a 3ml botanical multi balm created exclusively for British Airways by anatomē. The kits also include an eye mask, socks, earplugs and a dental kit.
According to the airline, the skincare products have been developed specifically for long-haul travel.
The moisturiser combines aloe vera, hyaluronic acid and essential oils to hydrate skin during flights, while the botanical balm contains shea butter, rosemary oil and vitamin E for added nourishment, HfP reported.
Gatwick Trial Success
British Airways first introduced the anatomē amenity kits on selected Gatwick services in October 2025, describing them at the time as an exclusive offering for flights from the airport.
The airline has now confirmed that the Heathrow rollout follows the successful performance of the trial, making Gatwick an effective testing ground before introducing the product across its larger long-haul operation.
British Airways has previously used its Gatwick fleet to evaluate new onboard products and cabin concepts before expanding them to Heathrow. The strategy allows the airline to gather passenger feedback while limiting operational risk before a wider launch.
Cabin Experience Upgrade
The latest amenity kits represent more than a supplier change. They reflect British Airways’ broader efforts to modernise its premium cabin experience through updated design, sustainability and wellness-focused products.
The colourful artwork offers a significant departure from the understated appearance of the previous amenity kits. Frequent travellers may also appreciate receiving different designs rather than identical pouches on every journey.
Although many international airlines now collaborate with globally recognised luxury fashion and beauty brands for premium amenity kits, British Airways has chosen to partner with the lesser-known British wellness company anatomē.
The move reinforces the airline’s focus on supporting British brands while introducing a fresh look to its Club World experience.
The rollout also demonstrates British Airways’ continued investment in premium passenger products as competition among global airlines increasingly extends beyond seats and onboard dining to include wellness, sustainability and branded travel accessories.
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