IKEA is transforming its business model to become more accessible and digital, while embracing new ways to connect with more people. Customer behavior and media consumption have changed, and the IKEA Catalogue has been less used. As such, Inter IKEA Systems B.V., the worldwide IKEA franchisor, has decided to respectfully end the successful career of the IKEA Catalogue.
For both customers and co-workers, the IKEA Catalogue 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, inspiring billions of people across the world. Turning the page with our beloved catalogue is a natural process since media consumption and customer behaviors have evolved. Looking forward, we will find new ways to engage and inspire the many people with our home furnishing solutions, says Konrad Gruss, Managing Director, Inter IKEA Systems B.V.
Life at home has never been more important. During the past 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 IKEA retailers globally, have informed the decision, showing new opportunities to help people meet their needs and dreams at home.
We are not starting from scratch. We have been transforming how we reach and interact with our customers, and the work continues to find new ways to amplify our unique home furnishing knowledge, products and solutions in the best possible way. We want to inspire the many people through new ways, channels and formats, says Konrad Gruss.
The decision to say goodbye to the IKEA Catalogue goes hand-in-hand with the ongoing transformation of IKEA. Last year, IKEA Canada online retail sales increased by 41.9 per cent, IKEA.ca welcomed more than 178.5 million visitors – and at the same time, the retailer has enhanced digital services including the launch of the new shoppable IKEA app.
The 2021 Catalogue, released this past summer, will be the last IKEA Catalogue as customers know it today. Looking forward, IKEA will honour and celebrate the fantastic history of the IKEA Catalogue. As tribute, during Fall 2021, the retailer will make a book available, filled with great home furnishing inspiration and knowledge.
5 facts about the IKEA Catalogue
1951 Ingvar Kamprad himself put together the first IKEA Catalogue. The cover featured the MK wing chair in brown upholstery. It was printed with a total of 68 pages in Swedish and 285,000 copies were distributed across southern Sweden
1998 The first IKEA at the office Catalogue launched on the internet, as a special edition, only showing furniture for business/offices. The ambition that year was to present the whole catalogue online, but due to the complexity with IT-systems the launch was postponed.
2000 Successful launch of both a printed and digital version of the IKEA Catalogue.
2001 E-commerce is launched for the first time in IKEA history, in Sweden and Denmark.
2016 At its peak year, the IKEA Catalogue was distributed in 200 million copies, in 69 different versions, 32 languages and to more than 50 IKEA markets.