beOnd Invests US$20 Million to Expand Its Award-Winning Premium Cabin Experience

ROME, ITALY (July 27, 2026) – beOnd, the world's first premium leisure airline, today announced a USD$20 million investment in its next generation of premium cabins through an agreement with Italian aircraft seating specialist Optimares. The investment covers four complete shipsets comprising 256 bespoke lie-flat seats, which will be installed on the airline's four incoming Airbus A321 aircraft currently undergoing preparation to join the beOnd fleet.

"When you fly to the most beautiful places in the world, the journey has to live up to the destination. That's the standard we hold ourselves to," said Tero Taskila, CEO of beOnd. "Our award-winning cabin gives us the hardware — the lie-flat comfort, the tactile detail you notice the moment you sit down. Our people provide service that feels personal, never scripted. Neither works alone. This investment is about making sure the two meet, on every aircraft, and together exceed what our guests find when they land."

"We share beOnd's belief that comfort is a form of craft," said Alessandro Braca, CEO of Optimares. "Together we've built a cabin that reflects it: Italian design, engineered around the guest, where every material and every detail is meant to be felt rather than noticed. For us, the passenger has always come first. beOnd holds that same conviction, and it's a rare and rewarding thing to build for a partner who cares about the details as much as we do."

The new Optimares seats have been designed specifically for beOnd's all-premium cabin concept, combining lie-flat comfort with elegant design, ergonomic innovation and a highly personalised travel environment. The new seating will be installed as part of the comprehensive retrofit programme for beOnd's four incoming Airbus A321 aircraft before they enter commercial service.

The agreement represents one of the largest investments in the guest experience since beOnd's launch and reinforces the airline's commitment to redefining premium leisure travel through exceptional comfort, thoughtful design and considered attention to detail.

Unlike traditional airline seating programmes, beOnd's investment is centred on creating a boutique onboard environment where every guest enjoys the same premium experience. The additional shipsets will ensure product consistency as the airline expands its fleet and introduces additional routes across Europe and other international markets.

"Our guests choose beOnd because they value comfort, privacy and an experience that feels fundamentally different from traditional airline travel. As we expand our fleet, we are investing not simply in additional seats, but in ensuring every aircraft delivers the same elevated experience that defines the beOnd brand," Taskila said.

The announcement further strengthens the long-term partnership between beOnd and Optimares and reflects both companies' commitment to innovation, quality, and elevating the future of premium air travel.

About beOnd: beOnd is the world's first premium leisure airline, offering a uniquely elevated inflight experience designed for travellers who fly to unwind, explore, and reconnect. With a focus on lie-flat comfort, refined wellness, and destination-inspired service, beOnd invites guests to discover its signature cabin. Every element of the journey is curated for calm, care, and curated luxury — 30,000 feet in the sky. For more information, visit or follow @flybeond on social media.

About Optimares: Optimares is an Italian aerospace company specialising in the design, engineering and manufacture of advanced aircraft seating for commercial and business aviation. Founded in 2009 and based in Latina, Italy, the company is known for uniting innovative engineering with Italian craftsmanship — combining precision manufacturing with fine materials and artisan detailing to create seating designed around the passenger. Optimares has developed award-winning cabin solutions for leading airlines and luxury travel brands, including United Airlines, Hawaiian Airlines, Four Seasons Private Jet and beOnd. As a certified Airbus supplier, the company continues to shape the future of premium aircraft interiors through design, comfort and innovation.