IKEA distributes 850,000 catalogues on the local market

Swedish group IKEA, the biggest furniture retailer worldwide, will start an aggressive promotional campaign in the next few weeks, the first step being the distribution of 850,000 catalogues in Bucharest and in surrounding areas. The catalogue is distributed free of charge and is produced in just a few places globally, so as to keep production costs low. At the same time, costs vary from year to year, but on average, the production of a catalogue is estimated at about one euro, bringing the costs that go into putting together the Romanian catalogue to around 1 million euros. The company hired a distribution firm that will be in control of bringing the catalogues directly to people’s doorsteps. As a rule, a catalogue has a one-year validity, but since the Swedish company will start its business in Romania in spring, it will be valid until the end of August.