Bmi gears up for hot summer

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The UK airline has refreshed its inflight offer, with Mulberry among the new names present onboard

Bmi British Midland is hoping to capitalise on increasing passenger volumes this summer by revamping its inflight brochure. It has launched a long-haul service to Toronto, its third route to north America.

?There's a new brochure and a new range,? said assistant product development manger Sue Knight. ?We are now focusing on luxury products and placing the emphasis on the brands.?

Fashion brand Mulberry is a new addition this season, with products including a keychain, a credit card holder and a notepad. ?We've specifically included low-cost, small items to test the waters. It is a first for us,? said Knight. ?The UK theme is an essential part of our brand, and we have to reflect this in our onboard shopping range.?

Bmi's typical passenger is a male professional, aged 38-52. Cigarettes and fragrances are consistently the carrier's best-sellers, but by adding new luxury lines it hopes to entice its customers to add gifts to their purchases. Bmi's electronics offer has also been renewed, with the addition of an MP3 player and USB memory sticks.