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For IKEA fans, the last week of July is like Christmas.
Beginning July 31, IKEA’s highly-anticipated catalogue will appear in millions of mailboxes around the world. With a print run of 203 million copies this year, the catalogue ranks alongside the Bible, the Koran, and Harry Potter as one of the world’s most-distributed books.
For 67 years, the IKEA catalogue has served as a product showcase, design inspiration and manifesto for the 74-year old furniture company’s grand vision of creating a “better everyday life for the many people.” But “many people” means many different versions of the good life. Therefore the 324-page catalogue, a herculean production that eats up 70% of IKEA’s annual marketing budget, must be also customized for different regions and religions around the world.