Paper Clips

Perspective on the IKEA Catalog

Ingvar Kamprad was 25 when he sat down to write the first IKEA catalog by hand. It was 1951. He was running a small mail-order furniture business in southern Sweden. His customers couldn’t see the products in stores because there were no stores. So he made a paper version of one. That catalog ran for 70 years. At its peak in 2016, it printed 200 million copies in 32 languages across 50 countries. Briefly the most printed publication in the world after the Bible. IKEA only stopped printing it in December 2020. Not because it stopped working. Because the brand was too big to need a paper introduction anymore. Most marketers I talk to think direct mail is “old.” IKEA built a $40B brand on a paper catalog. They mailed it for seven decades. They didn’t stop because the math broke. They stopped because they’d already won.

Ingvar Kamprad was 25 when he sat down to write the first IKEA catalog by hand. It was 1951. He was running a small mail-order furniture business in southern Sweden. His customers couldn’t see the… | Jake Thornhill

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