Ikea ditches catalogue after almost 70 years
Ikea says it will stop printing its famous catalogue after almost seven decades.
The booklet is one of the world’d biggest publications every year as the brand showcases its range across the world.
It says that customers and turning to their website to browse more and more and the current edition will be the last.
The catalogue, with an MK Wing Chair on the cover, was launched in Sweden back in 1951 and had a run of 285,000 copies.
At its peak in 2016, 200 million copies were distributed to 50 markets across the world, but this year the run fell to 40 million copies.
The brand is aiming to become more digital. In the last 12 months, online sales jumped 45%.
Konrad Gruss, Managing Director at franchisor Inter IKEA Systems told Reuters: ‘The number of copies has gone down, but we have also seen that people have much more used our website, apps and social media. The catalogue became less and less important.
‘The interest in the catalogue has come down.’
Back in 2004, the brand admitted that the catalogue made up 70% of it’s annual marketing budget.
The brand will produce smaller print publications to provide inspiration but the current format will not be printed again.
It comes after Argos announced it would stop printing its famous catalogue after almost 50 years.
It’s first book was published in 1973, with two editions every year.
At its height the Argos catalogue was Europe’s most widely printed publication, and was found in three quarters of homes in Britain. Over almost 50 years, one billion copies have been printed.
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