Ikea follows Argos in ditching catalogue after 70 years

Ikea has followed Argos by announcing it will ditch its catalogue after 70 years. The Swedish flat-pack retailer first published the catalogue in 1951 but will wave it goodbye next year as “times are changing”. However, those who love browsing the beloved showrooms from home will be able to purchase a book instead. Ikea said its home furnishing advice and products will still continue to be available and it will continue to offer “full room inspiration” online.  However, with more people using the internet it said it was “increasingly challenging” to reach shoppers through the catalogue. It said it has been testing new approaches for the past two years before making the final decision. Konrad Grüss, Managing Director at Inter IKEA Systems, said: “For both customers and co-workers, the IKEA Catalogue is a publication that brings a lot of emotions, memories and joy.  “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 many people, we will keep inspiring with our home furnishing solutions in new ways.” The details of the book are being finalised, but Ikea said it will “pay tribute to the final catalogue’s rich 70 year history, combining IKEA’s current view on life at home and its inspiring home furnishing solutions”. In July, Argos announced it would stop printing its famous “book of dreams”.

Ikea follows Argos in ditching catalogue after 70 years

Ikea has followed Argos by announcing it will ditch its catalogue after 70 years.

The Swedish flat-pack retailer first published the catalogue in 1951 but will wave it goodbye next year as “times are changing”. However, those who love browsing the beloved showrooms from home will be able to purchase a book instead.

Ikea said its home furnishing advice and products will still continue to be available and it will continue to offer “full room inspiration” online. 

However, with more people using the internet it said it was “increasingly challenging” to reach shoppers through the catalogue. It said it has been testing new approaches for the past two years before making the final decision.

Konrad Grüss, Managing Director at Inter IKEA Systems, said: “For both customers and co-workers, the IKEA Catalogue is a publication that brings a lot of emotions, memories and joy. 

“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 many people, we will keep inspiring with our home furnishing solutions in new ways.”

The details of the book are being finalised, but Ikea said it will “pay tribute to the final catalogue’s rich 70 year history, combining IKEA’s current view on life at home and its inspiring home furnishing solutions”.

In July, Argos announced it would stop printing its famous “book of dreams”.