After an impressive run of 70 years, furniture giant IKEA has discontinued its print catalog and will focus more on digital advertising. The company made the tough decision after seeing a decline in catalog readers, but will rethink its iconic catalogs with a book launch in the fall of 2021
“The IKEA Catalog is a publication that brings a lot of emotions, memories and joy to both customers and employees. For 70 years it has been one of our most unique and iconic products, inspiring billions of people around the world. Turning the page with our beloved catalog is in fact a natural process as media consumption and customer behavior have changed, ”said Konrad Gruss, Managing Director, Inter IKEA Systems, BV.“ To reach and communicate with as many people as possible, inspiring with our home furnishing solutions in new ways. “
Although it initially opposed online shopping, IKEA had little choice but to rely on it recently, especially this year with the pandemic. The company has been working to improve its mobile apps to make it easier for customers to browse and purchase furniture, and it is opening smaller stores in city centers to reach more customers.
In 2016, more than 200 million IKEA catalogs were printed and distributed in 32 languages. A BBC documentary once claimed that the catalog was the largest publication in the world, with more copies published than the Quran or the Bible since its inception in 1951.