Catalogue theme 'Make Room for Life' celebrates a new take on the living room
BURLINGTON, ON, Aug. 10, 2017 /CNW/ - The highly anticipated 2018 IKEA Catalogue, full of new products and new lower prices on existing products, will be delivered to nearly 7 million homes across Canada next week. Canadians that reside in markets where IKEA stores and Pick-Up and order points are located will begin to receive it in their mailboxes from August 14th to 25th. The theme of this year's Catalogue, Make Room for Life, focuses on the living room, the hardest working room of the home and the one that is full of different activities throughout the day. It is a room that is more personalized than ever before and the heart of everyday life at home. The Catalogue 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."
IKEA gathers extensive knowledge to truly understand how customers live their lives at home through market research, home visits and customer surveys. Last year, 250 home visits were conducted in Canada alone. These insights help to inform on product design to meet the changing needs of the consumer. As a result, two key trends were discovered to have the biggest impact on how people use their living room today: urbanization and technology.
"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."
In addition to the shift in theme this year, new features of the 2018 IKEA Catalogue 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, BESTÅ, MALM, PAX, KOMPLEMENT & KIVIK.
- Bright, colour-coded chapters to enable an easy overview of the content.
- Navigation in the digital IKEA Catalogue is also colour-coded, making it more intuitive and user-friendly.
- This year's IKEA Catalogue 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 Make Room for Life: life at home, the societal impact of IKEA and design & innovation.
The IKEA Catalogue is available in three formats: print, digital and in an app called IKEA Catalogue. The app version will be available to download for free on the App Store or Google Play starting August 15th. The digital Catalogue will be available on August 14th and can be found at: www.IKEA.ca/Catalogue or fr.IKEA.ca/Catalogue. Physical copies of the new 2018 IKEA Catalogue will be available in IKEA stores across Canada as of August 26th.
The IKEA Catalogue was first produced in 1951 and today nearly 203 million copies are printed in 35 languages and distributed in 52 countries. Each year IKEA releases new products and new lower prices within the Catalogue. All prices shown are maximum prices valid for one year, giving customers time to plan their purchases. This year, the IKEA Catalogue will also be delivered to Halifax, a new market for IKEA Canada.
ABOUT IKEA CANADA
IKEA Group is a leading home furnishing retailer with 343 stores in more than 28 countries worldwide, which are visited by 783 million people every year. IKEA Canada has 12 stores, an eCommerce virtual store, six Pick-up and order points and 14 Collection Points. The company also announced plans to open stores in Halifax and Quebec City. Last year, IKEA Canada welcomed 28 million visitors to its stores and 88 million visitors to the IKEA.ca website. Founded in 1943, IKEA's business philosophy is to offer a wide range of products of good design and function at prices so low, the majority of people can afford them. For more information on IKEA Canada, please visit: www.IKEA.ca.
SOURCE IKEA Canada
For further information: Alicia Carroll, Commercial Public Relations Manager, 905-637-9440 ext. 6237, alicia.carroll@IKEA.com