Ikea Ends 70-year Tradition    

Author: Jonathan Roman

Posted December 10th, 2020

                  After 70 years, Ikea has stopped publishing its traditional catalogs, one of the world’s largest publications. Following the trends of many older companies who’ve phased out their magazine advertising programs such as Sears which developed their company on magazine orders.  Ikea is a Swedish furniture company famous for selling assemblable furniture. Their first edition was released in 1951, by founder Ingvar Kamprad who released it across southern Sweden. The magazine reached its peak in 2016, with over 200 million copies across 50 different marketplaces. Then in 2012, Ikea dealt with a controversy where the Saudi Arabian catalog didn’t include women as a result of the local magazine being a franchisee of Ikea. Despite its controversies, the magazine was popular with the customers and the staff. Konrad Gruss, the managing director, spoke with BBC and expressed the emotions of many customers by saying, "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." More recently Ikea has shifted their marketing as they’ve turned towards digital investments, since Ikea’s online sales have increased by 45% over the past year. Ikea also announced that it will open another 445 stores across the world along with their digital marketing investments. Consequently, Ikea will keep a smaller publication catalog that will instead be available throughout stores next year for  “inspiration for home furnishing”.

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