The Swedish firm argues that with digitization fewer people are currently reading its catalog than in previous years.
Ikea will stop publishing its annual catalog after 70 years, as reported by the company in a statement on Monday. The firm thus puts an end to an iconic publication that had even resisted the first attacks of the coronavirus.
The Swedish company has stressed that times “are changing”, so the company has become “more digital and accessible, while adopting new ways of connecting with more people ”.
In this sense, he has ensured that customer behavior and media consumption “have changed”, so fewer people currently read the catalog from Ikea than in previous years.
Ikea publishing reached its peak in 2016 when 200 million copies were distributed, in 69 different versions, 32 languages and in more than 50 markets.
Ikea has highlighted that it has a “phenomenal legacy” of 70 years and that has become an “iconic and beloved” publicationas well as an “important success factor” for the company to reach many people around the world.
“Inter Ikea Systems BV, the worldwide franchisor of Ikea, has made a rational decision to respectfully end the successful run of the Ikea catalog and look forward to the future with enthusiasm,” the company said.
“Ikea will continue to inspire and help people in their needs and dreams with exciting new tools, through new and existing forms, channels and formats“Said Konrad Grüss, CEO of Inter Ikea Systems.