Inspiring and smart solutions featured in the 2018 edition to help customers make room for life in the heart of their home

Dubai, 16 August 2017:  IKEA, the Swedish home furnishing retailer, has officially launched its highly anticipated 2018 Catalogue, packed with home furnishing products, ideas and offers inspiring people to make room for life at home. IKEA Catalogue, the most widely distributed book in the world and produced in 35 languages, is now available in the UAE. 

The contents of the 2018 edition reflect a change in the way people use their living spaces in the wake of urbanisation and new technology. Through its extensive consumer research, IKEA has now identified the living room as the heart of everyday life at home across the world, where it has become a place for connecting with family and friends, celebrating special occasions and a room that is more personalised than ever before. 

Vinod Jayan, Regional General Manager – IKEA UAE, Qatar, Egypt and Oman said, “The world has seen more change in the home in the last twenty years, than it has in the last 200. Urbanisation and technology have reformed our lives and our homes, creating a huge opportunity to redefine the living room. Regardless of people’s living space, 2018 is about enabling you to make more room for the things you love in life and to help you get a few steps closer to your dream home.” 

This year the catalogue demonstrates ways to improve life at home at affordable prices, meanwhile helping customers to plan their purchases with a focus on their living space. From stretching a room to be as flexible as possible to creating a living room where kids can be kids, the catalogue is packed with ideas and inspiration to be applied throughout a home. 

As the living room has become the heart of the home, IKEA has paid particular attention to the sofa, launching seven more styles or ‘families’ to its existing wide range, designed with the evolution of changing lifestyles in mind. It has also launched six new sofa ‘families’ with a focus on smart storage solutions.  The VIMLE family represents clever design in abundance, as sections can be added to it, changing its shape and size, therefore allowing for many different possibilities appealing to a variety of customer needs. There is an abundance of new product arrivals for customers to browse at leisure, complementing some of the core iconic products that remain strong favourites time and again. 

Commenting on the catalogue format and customer experience, Vinod Jayan said, “We are always looking for ways to ensure our customer’s experience with us, even before they step through the door, is seamless. We are really excited to share our smart interior design and clever storage through our new improved printed catalogue as well as the app which is intuitive and user-friendly.” 

This year the printed edition invites its owner to scribble on the spine, personalising the sentence ‘make room for...’. The app then complements the printed version keeping it fresh all through the year and contains additional video content that brings the pages to life. 

True to its ethos, the 2018 edition is also full of features and content that not only provide inspiring design and solutions but also share tips and information on how to live ‘green’ - whether it’s choosing sustainable food to cook at home or buying energy-efficient products.  Some of the key products that embody the IKEA ethos include the KUNGSBACKA units, its first kitchen cabinets to be made entirely from recycled plastic bottles and reclaimed industrial wood, as well as the new ODGER Chair which is made from 70% recycled plastic and 30% renewable wood.  

Vinod Jayan concludes, “At IKEA we want to have a positive effect on the planet and people, and are truly passionate about it in everything we do. We hope that through the IKEA 2018 Catalogue we can educate our customers on how to do that easily at home to have a powerful effect.”