IKEA Catalogue

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Cover of the 2008 edition US Catalogue
Cover of the 2008 edition US Catalogue

The IKEA Catalogue (US spelling: IKEA Catalog) is a popular mail-order catalogue published annually by the Swedish home furnishing retailer, IKEA. First published in Swedish in 1951, the catalogue is now published each summer in 55 different editions, in 27 languages for 35 countries,[1] and is considered to be the main marketing tool of the retail giant, consuming 70% of the company's annual marketing budget.[2]

In terms of publishing quantity, the catalogue has surpassed the Bible as the most published work, estimated 175 million copies (2006) worldwide,[3] triple that of its counterpart;[4] however since the catalogue is free of charge, the Bible continues to be the most purchased literary work.[5] In Europe alone the catalogue reaches more than 200 million people annually.

Containing over 300 pages and about 12,000 products, it is distributed both in stores and by mail.[6] Most of the catalogue is produced by IKEA Catalogue Services AB in IKEA's hometown of Älmhult, Sweden where IKEA operates the the largest photo studio in northern Europe at 8,000 square meters in size.[7] The catalogue itself is printed on chlorine-free paper of 10-15% post-consumer waste.

According to Canadian broadcaster, CTV, "IKEA's publications have developed an almost cult-like following online. Readers have found all kinds of strange tidbits, including mysterious cat pictures, apparent Mickey Mouse references and weird books wedged into the many shelves that clutter the catalogues."[8]

IKEA also publishes and sells a regular style magazine, titled IKEA Family Live in thirteen languages which supplements the catalogue. An English language edition for the United Kingdom was launched February 2007 with a subscription of over 500,000.[9]

[edit] Product names

While exotic-sounding names draw an attention, e.g., in anglophone countries, a number of them call for a snicker. Notable examples are "Jerker" desk, "Fartfull" workbench, or "Lessebo" sofa. [10] The products are withdrawn, probably after someone pointed at blunders, but not before generating some news.

[edit] Notes

  1. ^ IKEA FAQs. IKEA Singapore (2007). Retrieved on 2007-08-29.
  2. ^ IKEA student info. IKEA United Kingdom. Retrieved on 2007-08-29.
  3. ^ Why Swedes keep a cool head over Ikea. sweden.se (July 28, 2006). Retrieved on 2007-08-29.
  4. ^ Roth, Martin (December 29, 2005). The Bible vs. the IKEA Catalogue – Which is Winning Hearts?. Retrieved on 2007-08-29.
  5. ^ Guinness Book of World Records. Guinness World Records (September 2, 2006). Retrieved on 2007-08-29.
  6. ^ IKEA Q&A section, on the Swedish language site.
  7. ^ IKEA Catalogue printable facts. IKEA United Kingdom (September 2003). Retrieved on 2007-08-29.
  8. ^ "'Unfortunate' photo wasn't tampered with: IKEA", CTV, August 25, 2006. Retrieved on 2007-08-29. 
  9. ^ Daniel Farey-Jones. Ikea to introduce UK magazine in February. Retrieved on 2007-08-29.
  10. ^ 'Fartfull' workbench, 'Jerker' desk: Is Ikea hiding a grin?, Chicago Sun-Times, August 17, 2004

[edit] External links