Ikea discontinues paper catalogue after 70 years
The iconic catalogue aroused ‘a lot of emotions, memories and joy’
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.Ikea has today announced that it will no longer publish its paper catalogue, after a shift towards online shopping.
The Swedish company is discontinuing the popular book as part of its ambition to become a “more digital and accessible business”.
At its peak, over 200 million copies of the catalogue were printed and distributed each year, regularly outselling the Bible.
The current 2020 copy will be the last edition to showcase the entirety of the interior giant’s stock.
A spokesperson said: “Over the past few years Ikea has become more digital and accessible, and embraced new ways to connect and interact with more people.
"As customer behaviour and media consumption has changed, the Ikea catalogue has been used less.
“Over the years it has become an iconic and beloved publication, and has been an important way for Ikea to reach and inspire the many people across the world with home furnishing solutions and products,” they said.
As a tribute and celebration of the catalogue’s historic success, Ikea plans to launch a book in autumn 2021 comprised of “great home furnishing inspiration and knowledge”.
Konrad Gross, managing director, Inter Ikea Systems B.V. cited a 45 per cent increase in website sales as instrumental to the change.
He described the catalogue as a publication that inspired “a lot of emotions, memories and joy”.
He said: “For 70 years it has been one of our most unique and iconic products, which has inspired billions of people across the world.
"Turning the page on our beloved catalogue is in fact a natural process since media consumption and customer behaviours have changed.
“In order to reach and interact with the many people, we will keep inspiring with our home furnishing solutions in new ways,” he added.
Ikea’s first catalogue was published in 1951 by billionaire founder Ingvar Kamprad.
With a print run of 285,000, the copies were initially distributed throughout Southern Sweden only.
At its peak, Ikea published the catalogue in 32 different languages.
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies
Comments