WEST CHESTER TWP. — In a time when people are cutting back, IKEA also is making cuts — to prices.

The Swedish home furnishings company rolled out its 2010 catalog featuring dozens of items that have been reduced in price from the 2009 edition. And there are hundreds of new items as well.

IKEA, which celebrated its first anniversary in March at its West Chester Twp. location, has slashed the prices on a variety of items, from the Karlstad sofa now $100 cheaper at $399 to the Ribba frame now priced $4.88 from the previous $8.99. Many past Seize the Day specials, including its 18-piece dinnerware set that Manager Lonnie Rodgers said sold out in 15 minutes, also are priced lower.

Jen Segrest, Middletown resident and creator of the IKEA fan Web site flatpackohio.com, said she was impressed.

“Some of these discounts are pretty significant,” she said. “It’s not just a bump or two, sometimes it’s half the price.”

Kitalena Mason, spokeswoman for the local IKEA store, said she hopes the bumps are big enough to push them over the rough patch most stores face the second year after the awe of the new store has worn off.

The prices also may help ease some sales pressures caused by the economy, she said.

“These new prices came at a perfect time for our store,” she said. “Ultimately, we have not been immune to the economy. Obviously, everyone is taking a hit, but we are happy with where we are at now.”

All prices are guaranteed by IKEA not to increase until after June 30, 2010. Catalog subscribers should receive the new issue next week, Mason said.

Through the past year, the store has made significant changes to how it stocks and displays items based on the shopping preferences of its local customers, Rodgers said. That includes displaying more traditional-styled items, such as sofas, more prominently and making sure the children’s section is well stocked.

Judi Boyko, West Chester Twp. administrator, said she was impressed with how the store has become more localized.

“I am just amazed how quick they can respond to not just the economy and the families, but also to the demographics,” she said.