Ikea scraps its famed catalogue after 70 years as shoppers move online
Ikea scraps its famous catalogue after seven decades – four years after its 2016 peak when 200 million copies were distributed worldwide
- The Swedish furniture giant announced the end of the catalogue on Monday
- A statement said the decision reflected customers’ move towards online retail
- At its peak in 2016 the catalogue was available in 32 different languages
- Managing Director Konrad Guss described the decision to stop printing as ’emotional but rational’
Swedish furniture giant Ikea is ‘turning the page’ on its famed annual catalogue, ending a seven-decade tradition as customers move to digital alternatives.
The brand announced on Monday that it would stop printing the catalogues, which offered a snapshot on contemporary living that made them intensely popular.
At their 2016 peak, 200 million copies in 32 different languages were distributed worldwide.
But as online shopping soared, fewer people were reading the printed catalogue, prompting the retailer to take the decision to ‘respectfully end the successful career of the Ikea Catalogue’.
The last edition to be printed was the 2021 version that shipped this summer and was printed in 40 million copies. Stacks of the final iteration of catalogue are seen here at a store on the outskirts of Sweden
The brand announced on Monday that it would stop printing the catalogues, which offered a snapshot on contemporary living that made them intensely popular. Pictured: The final edition of the Ikea catalogue, pictured in store in Stockholm, Sweden
According to Ikea, the very first catalogue was put together by the company’s founder Ingvar Kamprad himself in 1951, featuring the MK Wing Chair on the cover.
Some 285,000 copies were printed and distributed around the southern part of Sweden, where the company was also started.
‘For 70 years it has been one of our most unique and iconic products,’ Konrad Gruss, Managing Director at Inter Ikea Systems, said in a statement.
‘Turning the page with our beloved catalogue is emotional but rational,’ Gruss added.
According to Ikea, the very first catalogue was put together by the company’s founder Ingvar Kamprad himself in 1951, featuring the MK Wing Chair on the cover. The cover, pictured here, promises ‘quality guaranteed’ with a ribbon saying: ‘the road to good shopping’
At the catalogue’s peak in 2016, Ikea printed 200 million copies in 32 different languages, which were were distributed worldwide
Its contents reflected the changing styles of the times, with bright patterns giving way to sleek, minimalist interiors
Managing Director Konrad Gruss described the catalogue as ‘one of our most unique and iconic products’
Scrapping the physical catalogue is part of Ikea’s move towards digital. The company’s online sales had increased by 45 percent worldwide last year, it said
Gruss told Reuters news agency that the money once spent printing the catalogue will now be used for digital marketing
A smaller print publication, focused on providing inspiration for home furnishing, is due to be available in stores next year
Scrapping the physical catalogue is part of Ikea’s transformation ‘to become more digital and accessible,’ the company said, while noting that online sales had increased by 45 percent worldwide last year.
The last edition to be printed was the 2021 version that shipped this summer and was printed in 40 million copies.
Gruss, an IKEA veteran who took on the new position in June, said bidding farewell to the catalogue was ’emotional’ as it had been a big part of IKEA for him and for other employees, who grew up with it.
‘This [the catalogue] has been such an important thing for us,’ he told Reuters news agency.
The catalogue has traditionally been a big part of IKEA’s marketing budget, he said, but declined to give figures.
The money saved will be spent on marketing online and through other channels.
IKEA is also working on a smaller print publication, focused on providing inspiration for home furnishing, to be available in stores next year, he said.
The catalogue has sparked controversy on occasions, such as when IKEA in 2012 airbrushed women out of a Saudi version, raising questions about the group’s policies towards gender equality.
Swedish furniture giant Ikea is ‘turning the page’ on its famed annual catalogue, ending a seven-decade tradition as customers move to digital alternatives. Pictured: A man picks up a catalogue at an Ikea store in Madrid [File photo]
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