Daily News
From Home Furnishing Business
Ikea's 2018 Catalog Landing in Homes Across Canada
August 16,
2017 by Jane Chero in Advertising, Designer Weekly, Industry 
IKEA Group, the owner of most IKEA budget furniture stores worldwide, is delivering it’s 2018 IKEA Catalog filled with new products and lower prices on existing products to nearly seven million homes across Canada this week.
The theme of this year’s catalog is ‘Make Room for Life’ and focuses on the living room, the hardest working room in the home. The catalog presents a new take on this multifunctional space.
"The IKEA Catalogue continues to be an integral part of our marketing communication plan and a means to enable and inspire a better everyday life at home," said Lauren MacDonald, head of marketing, IKEA Canada. "It is iconic, synonymous with inspiration, and highly anticipated by our customers every summer."
In addition to the shift in theme this year, new features of the 2018 catalog include:
- A 12-page insert that includes discounted offers for specific dates in the remainder of 2017, new items, new lower prices and affordable accent pieces
- Feature pages for the five most popular IKEA product families: Hemnes, Besta, Malm, Pax, Komplement & Kivik
- Bright, color-coded chapters to enable an easy overview of the content
- Navigation in the digital IKEA catalog is also color-coded, making it more intuitive and user-friendly
- This year's IKEA catalog app provides deeper content, including films connected to the printed version that provide more information about the solutions presented.
- Fourteen feature stories around three aspects of the ‘Make Room for Life’ theme which includes life at home, the societal impact of IKEA and design & innovation.
IKEA is known for gathering extensive knowledge through market research, home visits and customer surveys to learn how customers live their lives at home. Last year, 250 home visits were conducted in Canada alone allowing the company to understand and meet the changing needs of the consumer.
“The world has seen more change in the last twenty years than in the two hundred years before that,” said Kathy Davey, head of interior design, IKEA Canada. “Urbanization and technology have reformed our lives and our homes, creating an opportunity to break conventions around the traditional living room and redefine this space” said Davey.
The catalog is available in three formats; print, digital and in an app called IKEA catalog. The app version is now available for free download on the App Store or Google Play. The digital catalog can be found at www.IKEA.ca/Catalogue
The IKEA catalog was first produced in 1951. Nearly 203 million copies are printed in 35 languages and distributed in 52 countries. This year, the catalog will also be delivered to Halifax, a new market for IKEA Canada.