Ikea discontinues printed catalogue

Ikea says CU to its printed catalogue, discontinuing the popular furnishing inspiration book after 70 years. The company cites the changed, strongly digitally-oriented purchasing behaviour of Ikea customers as the main reason for this decision. "We have noticed a decreasing demand of the catalogue in many countries, people use it less and less", Ikea's CEO Jesper Brodin explained to the daily newspaper "Welt" in an interview. Instead, consumers tended to seek inspiration and information online, and that is precisely where Ikea now wants to distribute its content more widely, also with the help of apps and planning tools.
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