After 70 years
The Ikea catalog is discontinued
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Have you always enjoyed leafing through the Ikea catalog? Then you have to be very strong now, because that will no longer be possible in the future.
For 70 years it was one of the Germans' favorite books and has been sold in more than 50 countries in its history: the Ikea catalog. 69 versions, 32 languages - the magazine has many colorful pages every year providing information on the latest products from the Swedish furniture giant. But that will soon be over. The current 70th edition will be the last.
Online orders are increasing
The company cites the change in buyer behavior as the reason for discontinuing the catalog. “It has been one of our best known and most popular products for 70 years and has inspired billions of people worldwide. The decision to end the 'IKEA catalog' chapter is a consequence of the changed media consumption and consumer behavior, "says Ikea manager Konrad Grüss in a press release." In the future, we will reach the many people in new ways, interact with them and with them inspire our furnishing solutions. "
The trend is clear: Most buyers come via the website and then go back to a branch to take a closer look at the piece of furniture. Last year, Ikea's online trade grew by 45 percent.
How it all started
In 1951 the first Ikea catalog came on the market. Company founder Ingvar Kamprad even put it together personally at the time. 2016 was the year with the highest circulation, with around 200 million copies delivered worldwide. According to the company, the Ikea catalog is said to have been the most widely read publication after the Bible.
The environment is happy
The end of the catalog may be sad for many Ikea fans, but of course it saves a lot of paper. The furniture company's goal is to be climate positive by 2030. Anyone who would like to have the latest catalog and place it in the showcase as a souvenir can request it from the company. This is because it is not sent automatically.
Sources: Ikea press release