IKEA launches annual Catalogue in the UAE

New Catalogue champions a more relaxed life at home

IKEA Al-Futtaim, today launched the brand’s 65th annual home furnishing Catalogue at a media event at its Dubai Festival City store.

‘Goodbye expectations. Hello you!’ this year’s catalogue theme highlights home furnishing solutions that help to inspire & enable people to live a life free of conventional expectations. Built on the foundation of last year’s theme of life in and around the kitchen, where food was the center of discussion – whether through bringing people together or simply encouraging a healthier lifestyle; this year IKEA takes it step further to urge people to be themselves and do things their own way.

Because IKEA truly understands how people live at home, the new products and solutions throughout this year’s Catalogue are designed based on the real needs and dreams of people. From kitchen tables that double as workspaces to sofas that become beds by night, IKEA has developed home furnishings that are as flexible as people are.

Vinod Jayan, Regional General Manager – IKEA UAE, Qatar, Egypt and Oman said: “At IKEA we constantly endeavor to create a better everyday life for the many by connecting with people through their life experiences and enabling moments of togetherness that can be cherished forever. This year, as the IKEA brand celebrates 25 years in the UAE, we hope to further emphasize the importance of life at home and spending quality time together.”

“As part of the mounting pressure of everyday life, we burden ourselves by making the simple everyday actions a measure of ‘perfection’ by social ideals or personal expectations. The aim of this year’s Catalogue is to provide products and solutions, which empower people to be unexpected, to just be themselves and to do things their own way by creating a comfortable and secure home according to their own families’ needs and wants. Whether it’s mixing and matching chairs or serving a fancy dinner without silverware, it’s all about following one’s personal path. IKEA wants to enable people to just relax, embrace simplicity, do what makes them happy and simply enjoy their time at home.”

Embracing the desire to be unexpected, this year’s Catalogue is a little different. For the first time in the history of the Catalogue, IKEA has introduced feature stories that express the brand’s values and show the many faces of IKEA in real world; from community development programs and innovation in production, to the efforts made to ensure best quality – the new Catalogue highlights product stories & stories from real people across the globe.

Another new feature, is this year’s cover concept, using the slogan “Designed for people, not consumers”; to further reinforce that everything IKEA does is driven by the needs, dreams and desires of real people.

In an endeavor to constantly improve the way people interact with the brand, IKEA is launching a totally redesigned IKEA Catalogue app for smartphones and tablets that offers richer, deeper and fuller content. It creates an enhanced user experience, offering unrivaled capabilities for those who want to look deeper into the Catalogue content with videos, augmented reality and 360° room views.

“This year has so far been an exciting one for IKEA here in the UAE. Earlier this year, the Yas Island store was one of three pilot stores to launch the new living room project which rolls out globally next year. The Dubai store recently launched a fresh new redesigned market hall area to better facilitate the customer shopping experience. And, the new concept Customer Ordering and Collection point in Al Ain celebrated its first year of operation earlier this month. As we launch the 25th edition of the IKEA Catalogue here in the UAE, and with our 25 year anniversary fast approaching, I would like to take this opportunity to thank the IKEA fans for their continued trust and support to the brand”, added Vinod.

Launched simultaneously across 48 countries in 32 languages, the new 2017 IKEA Catalogue is filled with more than 320 pages of tips and ideas for every area of the home and features over 1,400 new products.

The IKEA Catalogue remains the largest print production ever to be printed on 100% Forest Stewardship Council Mix Credit certified paper with 211 million copies printed globally. Here in the UAE over 1.1 million copies have been printed in English and Arabic with almost 800,000 copies being distributed door to door across Dubai, Sharjah, Abu Dhabi and Al Ain. The Catalogue can also be collected from IKEA stores in Dubai Festival City, Yas Island Abu Dhabi and Al Ain or viewed on www.IKEA.ae.

About IKEA UAE

IKEA UAE, a member of Al-Futtaim group of companies, offers an extensive range of home furnishing products & accessories of good design, value and functionality. IKEA stores in Dubai Festival City and Yas Island, Abu Dhabi closely follows the popular self-serve, self-assembly concept which was conceived in Sweden over half a century ago offering customers a complete family day out through its ability to cater to children’s needs at Småland play area and offers a wide choice of refreshments at the IKEA Restaurant and Café. The recently opened Customer Ordering and Collection Point in Al Ain offers residents in the area ease of access to well-designed products at a great price.

Customers can also join the IKEA FAMILY loyalty program to avail of great offers and extended services on every visit to the store. Toll free number for the world-famous brand is 800 4532 (800 IKEA). For more information visit www.IKEA.ae, www.facebook.com/IKEAUAE or @IKEAUAE on Twitter.