Swedish home improvement retailer Ikea said on Monday that it would stop publishing its famous 70-year-old printed catalog as consumers turn to digital alternatives.
“Consumer behavior and media consumption have changed and fewer people now read the Ikea catalog than in previous years. That’s why Inter Ikea Systems, the global Ikea franchisor, has made the emotional but rational decision to discontinue Ikea. “catalog a successful career,” says the company.
Ikea reports that the very first catalog was created by Ingvars Kamprads, the founder of the parts company, in 1951, and 285,000 copies were published.
“For 70 years, this has been one of our most unique and famous products,” explains Konrad Gruss, CEO of Inter Ikea Systems.
The last printed catalog was sent out this summer and released in 40 million copies.
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