Ikea Stops Catalog Publishing, Shifts to Digital

Ikea has made the “emotional but rational” decision to end the publication of its iconic catalog after nearly seven decades due to decline in readership and changes in customer behavior.

Ikea has made the “emotional but rational” decision to end the publication of its iconic catalog after nearly seven decades due to decline in readership and changes in customer behavior.

Ikea said that after collecting extensive customer feedback, it is ending both the print and digital versions of its home furnishing catalog, citing change in customer behavior and media consumption and that the catalog has been less used.

“For 70 years it has been one of our most unique and iconic products, which has inspired billions of people across the world. Turning the page with our beloved catalog is in fact a natural process since media consumption and customer behaviors have changed,” Managing Director Konrad Grauss said in a statement.

According to Ikea, the decision is part of the furniture retail company’s “ongoing transformation” to be more digital and accessible and reported that their online retail sales increased by 45% worldwide in 2019 with over 4 billion visits for their shopping website.

“As tribute” to the catalog, Ikea said it would publish a book on home furnishing during the fall of 2021.

First launched in 1951 by Ikea founder Ingvar Kamprad, the catalog is one of the most popular and widely-distributed publications in the world with around 200 million copies printed annually.


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