Boeing Company, the Chicago based multinational aircraft manufacturer, has announced on Monday that they are picking a new seat supplier for its most popular and flagship carrier, 737. Industry experts consider the move an escalating competition among the leading seat makers, including Zodiac Aerospace and B/E Aerospace.

Boeing has confirmed buying seats directly from the new supplier, Lift by EnCore of Huntington Beach, California. The American aircraft manufacturer has put to an end to the previous practice of allowing airlines to purchase seats causing costly delays in finishing the aircraft due to late delivery. Boeing and Lift have planned announcing the agreement on Tuesday during the Aircraft Interiors Expo in Hamburg of Germany, reports Reuters.

Boeing acknowledges Lift as the first and lone supplier selling directly to Boeing for the current 737NG and 737 Max aircraft in addition to previously approved 11-seat suppliers. The other suppliers sell to airlines allowing carriers to customize their respective cabins.

Suppliers have been facing increasing problems in delivering seats in time following soaring of plane productions in recent years. The delay in delivery has fouled production at Boeing and Airbus. The annoyed aircraft manufacturers came down heavily over Zodiac after missing deadlines causing delay in plane deliveries, according to a report published in Business Insider.