Airbus has launched a new helicopter brand, exclusively for the private and business aviation markets. Airbus Corporate Helicopters — or ACH, as its logo shows — aims to mirror the success of Airbus Corporate Jets (ACJ), Airbus said.

Announced at the European Business Aviation Conference and Exhibition (EBACE), the brand offers three different cabin interior lines: ACH Line, ACH Exclusive and ACH Editions. Line offers corporate designs, Exclusive offers luxury design and Editions offers special collaborations and partnerships with luxury brands and designers (like Hermes, Mercedes-Benz and Peder Eidsgaard).

Airbus Corporate Helicopters would provide customers end-to-end service, including shopping consultations. The brand also pledges to help prserve the aircraft’s resale value. Airbus has also redesigned its HCare for the new brand, calling it HCare First. It includes concierge-style service worldwide.

This follow’s the launch of a new Airbus segment, Airbus Aerial. Announced at Assn. for Unmanned Vehicle Systems International’s (AUVSI) Xponential, Airbus Aerial would provide digital services to the commercial unmanned aircraft systems market.