After a 70-year run, Ikea is discontinuing the publication of its printed catalog.
Ikea’s resolution comes as catalog readership is in decline and the corporate turns into more and more extra digital. After initially resisting on-line procuring, the corporate was pressured to embrace it through the pandemic. Ikea says its on-line retail gross sales elevated by 45 p.c worldwide final 12 months with ikea.com reporting 4 billion visits. The corporate has additionally improved its suite of apps to make discovering and shopping for merchandise simpler, whereas opening smaller shops positioned in metropolis facilities meant to achieve folks the place they stay.
At its peak in 2016, Ikea says that 200 million catalogs have been distributed in 32 languages. A BBC documentary once claimed that the Ikea catalog was the biggest publication on this planet, with extra copies printed than both the Bible or the Quran. The primary Ikea catalog was put collectively by Ikea founder Ingvar Kamprad in 1951.
“For 70 years [the catalog] has been one among our most unusual and iconic merchandise, which has impressed billions of individuals internationally.” stated Konrad Grüss, Managing Director, Inter IKEA Techniques BV. “Media consumption and buyer behaviors have modified, and Ikea is already growing digital investments whereas volumes and curiosity within the catalogue have decreased.”
Ikea says it should commemorate the catalog with a e book launching within the autumn of 2021.