After 70 successful years, IKEA is turning the page
After 70 successful years, IKEA is turning the page
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 the IKEA Catalogue has been less used. 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 - and look to the future with excitement.
“For both customers and co-workers, the IKEA Catalogue is a publication that brings a lotof emotions, memories and joy. For 70 years it has been one of our most unique andiconic products, which has inspired billions of people across the world. Turning the pagewith our beloved catalogue is in fact a natural process since media consumption andcustomer behaviors have changed. In order to reach and interact with the many people,we will keep inspiring with our home furnishing solutions in new ways”, says Konrad Grüss, Managing Director, Inter IKEA Systems B.V.
Life at home has never been more important. During the last few years IKEA has tested new formats and ways to distribute the content of the IKEA Catalogue. A wealth of knowledge and insights, from both customers and the IKEA retailers, have been collected and IKEA will continue to help people to plan their needs and dreams at home, with existing and new exciting tools. While it is time to say goodbye to the catalogue, IKEA look to the future with excitement as this chapter closes, another one begins.
“We are not starting from scratch. We have been transforming many aspects of how toreach and interact with our customers, and the work continues to find new ways toamplify unique IKEA home furnishing knowledge, products and solutions in the best possible way - to inspire the many people through new ways, channels and formats”,says Konrad Grüss.
The decision to say goodbye to the IKEA Catalogue goes hand-in-hand with the ongoing transformation of IKEA, being more digital and accessible. A transformation IKEA is deepinto already. Last year IKEA online retail sales increased by 45% worldwide, IKEA.com welcomed more than four billion visits - and at the same time IKEA have improved ourdigital services, and launched new apps for a better IKEA experience – wherever ourcustomers meet us.
IKEA will honour and celebrate the fantastic history of the IKEA Catalogue. As a tribute,during the autumn of 2021, IKEA will make a book available, filled with great home furnishing inspiration and knowledge. With that said, the beloved IKEA Catalogue as weknow it today will not continue.
5 facts about the IKEA catalogue:
- 1951: Ingvar Kamprad himself put together the first IKEA Catalogue, and the very first catalogue cover featured the MK wing chair in brown upholstery. Printed and distributedin 285 000 copies in the southern of Sweden, 68 pages. In Swedish.
- 1998: First catalogue "IKEA at office" available on internet, which was a special editiononly showing furniture for business/offices. The ambition this year was to present thewhole catalogue online, but due to the complexity with IT-systems the launch waspostponed.
- 2000: Launch of both a printed and digital version of the IKEA Catalogue.
- 2001: E-commerce is launched for the first time in the IKEA history, in Sweden and Denmark.
- 2016: At its peak year, the IKEA Catalogue was distributed in 200 million copies, in in 69different versions, 32 languages and to more than 50 markets.
References and links to the IKEA Museum and the online versions of the historical catalogues: