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Pillows Get Fluffy at Virgin America as Rivals’ Seats Lie Flat

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Virgin America Inc. will add more comfortable pillows and duvets in first class on cross-country flights to help hang onto passengers tempted by rivals’ offerings of low prices and lie-flat berths.

While competitors market specially configured premium cabins and convertible beds so overnight travelers can snooze, Virgin America will stick with its white-leather seats that offer lumbar massagers and a 165-degree recline, Chief Executive Officer David Cush said.