IKEA launches first online 2021 catalogue in Egypt

Furniture and household accessories company IKEA has, for the first time in Egypt, launched its 2021 catalogue online, as well as a range of online features to ensure the health and safety of its customers.

The launch, which occurred under the slogan “Let’s make your home special”, coincides with the 70th anniversary of the Swedish company’s first catalogue release.

The catalogue is characterised by a wide-ranging price reduction on over 1,000 products, along with the showcasing of 1,700 new products that suit all tastes. Additionally, the 2021 catalogue was launched during an online event held by the company.


IKEA’s 2021 catalogue offers state-of-the-art solutions, smart advice, and practical ideas that can be implemented at home.

“The year 2020 was difficult, especially after the emergence of the novel coronavirus (COVID-19) pandemic, however, we, at IKEA, did not lose hope, and were able to duly overcome the challenges that we encountered, by creating new opportunities and standards,” said Thomas Sirguey – IKEA Egypt Store Manager, “Today, we are launching the 2021 catalogue, which confirms our steadiness in providing a better daily life to more people.”

Sirguey added that the company also believe in the significance of digital transformation, which encouraged IKEA to introduce new services to ensure the health and safety of customers. These services include Click & collect, cash on delivery, the IKEA mobile app, as well as virtual interaction and online consulting services.

Dalia Refaat IKEA Egypt Marketing Manager said, “This year, we realised the importance of life at home, so the 2021 catalogue comes under the slogan of “Let’s make your home special”, which will enable our customers to utilise their home spaces through practical solutions at reasonable prices, hence provide them with a better daily life.”

She added, “The 2021 catalogue, from which we launched an electronic version, is also a way to help our customers take advantage and make the most of their time at home. Also, it is deemed as a shopping tool rather than a way to display products.”

Refaat noted that the new catalogue aims to help customers disassemble and install products, through real-life examples of people who have transformed their homes into work, study, or play areas.

She reiterated that IKEA’s main goals are to provide products at prices that suit different segments. The company has plans to expand, to reach out to new customers in the Egyptian market through its new 6th of October City’s branch, which will be inaugurated in March 2021.



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