London falling

By Barney Gimbel, Fortune writer

(FORTUNE Magazine) -- With all the major carriers flying from New York to London (not to mention newish entrants MAXjet and Eos), you might think the route across the pond is getting mighty crowded. Well, get ready for one more competitor: Silverjet, a new all-business-class airline that launches Jan. 25. The airline, which is based and publicly held in London, will fly Boeing 767s with 102 seats between Newark and a private terminal at London's small Luton Airport.

So what's Silverjet's big idea? "I'd say we're giving Eos service at MAXjet prices," says Lawrence Hunt, a serial entrepreneur and the company's CEO. Translation: lie-flat beds, excellent food, and a ten-to-one passenger-crew ratio. At a recent preview, Hunt also touted 27 other gimmicks, like women-only bathrooms and special cabin lighting.

The jetliner's biggest selling point, however, is price: At $1,798, the fare is thousands less than what the majors charge.  Top of page