After 70 years of existence, Ikea stops publishing its famous catalogue, the Swedish furniture giant announced yesterday.
This catalogue was eagerly awaited by many customers. Launched in 1951, the publication was originally a simple brochure in Swedish and printed in 285,000 copies. Over the years, it has grown to reach a worldwide circulation of 200 million copies in 2016, with 69 different versions in 32 languages in more than 50 markets.
"For 70 years it has been one of our most unique and iconic products. It has inspired billions of people around the world. Turning the page with our beloved catalogue is moving, but rational", said Konrad Grüss, managing director of Inter Ikea Systems, the franchisor of Ikea. Customer behavior is changing, and Ikea is increasingly moving towards digital, the group justifies. In fact, last year its online sales increased by 45%.
The 2021 edition of the Ikea catalogue, which has been available in stores for a few months now, is the last catalogue of a long series that began in 1951.
In order to turn the page smoothly, Ikea has also just put all its catalogues online and a decoration and furnishing book will be available next autumn.
The 3 Suisses and the Camif were back on their decision to completely stop their paper catalogue by proposing a few years later with lighter versions ?
