British Airways relaunches inflight shopping

Lorna Strickland

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The carrier has rebranded its inflight brochure and introduced new brands to the product offer

British Airways has rebranded its onboard shopping catalogue from Shopping The World to High Life Shop. The new magazine features 100 pages of products alongside product-focused editorial.

Different versions will feature on long-haul and short-haul routes. Two issues are brought out every two months—one for long-haul and one for short-haul—and eight different front covers will be available at any one time, four each for short-haul and four for long-haul routes. Separate versions will also become available for franchise partners GB Airways and British Mediterranean.

There will be some difference in product availability on routes to Amsterdam, Brussels, Paris and UK domestic routes, a British Airways spokesman told RavenFox.com.

The company has also taken the opportunity to introduce new brands to its inflight offer, including Jo Malone, Lulu Guinness and Asprey.