The end of IKEA's paper catalogs

After more than 70 years of honourable career, the IKEA catalogue is retiring. The Swedish company has in fact announced that it will no longer print its printed catalogue annually, that has now become a true cult object for all fans. The reason for the decision is the now growing number of online purchases which has led to a decrease in the copies distributed in favour of the site, app or social networks. 

“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 with our beloved catalogue is in fact a natural process since media consumption and customer behaviour have changed,” said Konrad Grüss, Managing Director of IKEA.

The first catalogue was printed in 1951, a year after the company founded by Ingvar Kamprad had started selling furniture. However, the peak was reached in 2016, with 200 million copies distributed in stores around the world against just 40 million in 2020. In addition, in the last year, online sales have grown by 45%, reaching 15% of the company's total turnover.