SWEDEN - The IKEA Catalogue has a phenomenal 70-year legacy. Over the years it has become an iconic and beloved publication, and it has been an important success factor for Ikea to reach and inspire the many people across the world with home furnishing solutions and products.
In 2016, its peak year, the IKEA Catalogue was distributed in 200 million copies, in 69 different versions, 32 languages and to more than 50 markets.
But times are changing. Ikea has become more digital and accessible while embracing new ways to connect with more people. Customer behavior and media consumption have changed, and fewer people read the Ikea Catalogue today than in years past. Inter Ikea Systems B.V., the worldwide Ikea franchisor, has therefore taken the emotional but rational decision to respectfully end the successful career of the Ikea Catalogue.
“For both customers and co-workers, the Ikea Catalogue is a publication that brings a lot of emotions, memories and joy. For 70 years it has been one of our most unique and iconic products, which has inspired billions of people across the world. Turning the page with our beloved catalogue is emotional but rational. Media consumption and customer behaviors have changed, and Ikea is already increasing digital investments while volumes and interest in the catalogue have decreased,” says Konrad Grüss, Managing Director, Inter Ikea Systems B.V.
The decision to say goodbye to the Ikea Catalogue goes hand-in-hand with the ongoing Ikea transformation to become more digital and accessible. Last year Ikea online retail sales increased by 45% worldwide, IKEA.com welcomed more than four billion visits - and at the same time Ikea has improved digital services, and launched new apps for a better Ikea experience – wherever customers meet the Ikea brand.
IKEA will honor and celebrate the fantastic history of the IKEA Catalogue. As a tribute, during the autumn of 2021, IKEA will make a book available for the customers in the stores, filled with great home furnishing inspiration and knowledge.
