The end of the Ikea catalog
After 70 years, the Ikea catalog will become a relic of the past since customers are consuming information in new ways.
STOCKHOLM – If you have a current or past copy of the Ikea catalog, it might be a good idea to hang on to it. Inter Ikea Systems, the worldwide Ikea franchisor, is ending the Ikea catalog, both the print and digital versions. Past versions of the catalog are likely to become collector’s items.
“For both customers and co-workers, the Ikea catalog 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,” said Konrad Grüüss, Inter Ikea Systems managing director.
“Turning the page with our beloved catalog is in fact a natural process since media consumption and customer behaviors have changed. In order to reach and interact with people, we will keep inspiring with our home furnishing solutions in new ways.”
Grüss said the company has become more digital and accessible and since customer behavior and media consumption has changed, the Ikea catalog has been less necessary.
The first catalog, distributed in 1951, featured the MK wing chair and a distribution amount of 285,000 copies. The first print and digital copies of the catalog launched in 2000. And, in its peak year, 2016, 200 million copies of the catalog were read by consumers in 69 different versions, 32 languages and in more than 50 markets.
As a parting gift, Ikea will honor and celebrate the history of the Ikea catalog. As a tribute, during the fall of 2021, Ikea will make its final book available.
During the past few years Ikea has tested new formats and ways to distribute the content of the catalog, which has led to a wealth of knowledge and insights, from both customers and Ikea retailers.
“We are not starting from scratch. We have been transforming many aspects of how to reach and interact with our customers, and the work continues to find new ways to amplify unique Ikea home furnishing knowledge, products and solutions in the best possible way – to inspire people through new ways, channels and formats,” said Grüss.
Last year, Ikea online retail sales increased by 45% worldwide, and at the same time the company has improved its digital services and launched new apps to create a better customer experience.