“Consumer behavior has changed, and fewer people read the Ikea catalog than years ago,” says the company
The coronavirus and the changes in habits that it has brought about among consumers have claimed a new victim: the acclaimed Ikea catalog and paper. After 70 years of existence, the company will stop publishing its famous paper catalog, which is distributed every year tens of millions of copies worldwide, as announced on Monday by the main company of the Swedish furniture giant.
“Consumer behavior has changed, and fewer people read the Ikea catalog than they did years ago. Inter Ikea Systems, Ikea’s global franchisor, has made the moving but rational decision to respectfully end the catalog race Ikea logo, “the company wrote in a statement.
The 2021 catalog, which has been distributed since last summer, “will be the last to be distributed,” an Inter Ikea spokesperson, Jakob Holmström, has confirmed to the France Presse agency.
Launched in Sweden in 1951 by the founder of Ikea, Ingvar Kamprad, the publication, one of the most printed documents in the world, reached its record diffusion in 2016, with 200 million copies in about 50 countries and 32 languages. The latest catalog had a circulation of 40 million copies, Holmström said.
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