After nearly 70 years, the Swedish furniture giant has announced that it will no longer produce its iconic catalogue.
The furniture catalogue is one of the most widely distributed publications in the world, however after collecting and reviewing customer feedback which saw that fewer people are utilising the catalogue because of changing media consumption and so the company has decided to shift its focus to its online store instead.
The company commented that although this decision was emotional, it was also rational and has stated that it will release a book of home furnishing inspiration as a tribute to the magazine in the autumn of 2021.
Although the main reason for stopping the production of the catalogue is cited to be a change in consumer preferences, another reason could be the company’s focus on sustainability as it works to becoming carbon positive by 2030.
