Normal (store)

Normal A/S
TypePrivate
IndustryRetail
FoundedApril 2013; 13 years ago (2013-04)
FoundersTorben Østergaard Mouritsen
Bo Evald Kristensen
HeadquartersSkanderborg, Denmark
Number of locations
1,095 (August 2026)[1]
Area served
  • Austria
  • Czech Republic
  • Denmark
  • Finland
  • France
  • Ireland
  • Italy
  • Netherlands
  • Norway
  • Portugal
  • Romania
  • Slovakia
  • Spain
  • Sweden
Key people
Jakob Frølich Maarbjerg (CEO)
Torben Østergaard Mouritsen ([[Chair (officer) |Chairman]])[2]
RevenueDKK 15.2 billion (2024/25)[3]
DKK 897 million (2024/25)[3]
OwnerAnders Holch Povlsen (c. 67%)[3]
Number of employees
8,376 (average, 2024/25)[3]
Websitenormalstores.com

Normal is a Danish discount variety store chain headquartered in Skanderborg. It primarily sells branded personal care and cosmetic products, cleaning and household goods, confectionery, snacks and beverages at fixed low prices.[4][3]

The chain was founded by Torben Østergaard Mouritsen and Bo Evald Kristensen, with its first store opening in Silkeborg in April 2013.[3] It subsequently expanded throughout Europe. As of August 2026, Normal's official store locator listed 1,095 locations across 14 countries.[1]

Normal store in the Mall of Tripla in Helsinki, Finland

History

Normal was founded by Torben Østergaard Mouritsen and Bo Evald Kristensen, who developed a retail concept based on selling branded everyday products at consistently low prices.[3] The first Normal store opened in Silkeborg in April 2013.[5]

In 2014, Anders Holch Povlsen, owner of the fashion group Bestseller, became an investor in Normal. He later became the company's majority shareholder and owns approximately 67% of the chain, while Mouritsen and Kristensen each hold between 10% and 15% and Jan Dal Lehrmann holds between 5% and 10%.[3]

The chain expanded rapidly in Denmark, growing from 25 stores at the beginning of 2016 to 76 by the end of that year.[6] In 2017, Normal began its international expansion by entering Norway.[7] It entered Sweden and the Netherlands in 2018, followed by France in 2019.[8] By September 2019, the chain had 212 stores across five countries.[9]

Normal entered Finland in 2021,[10] Portugal in 2022[11] and Spain in 2023.[12] By 2024, it operated more than 775 stores across Europe.[13]

The chain entered Italy in 2025,[14] followed by Ireland in November of that year.[15] Austria became its next market in March 2026,[16] followed by Slovakia in May[17] and the Czech Republic in August.[18] In 2026, Normal also announced its entry into Romania, with its first store scheduled to open in Bucharest in the autumn.[19]

In April 2026, Normal launched Animal, a pet retail concept in Aarhus. The single store opened on 1 April and closed on 22 May of the same year.[20][21]

Business model

Normal sells a mixture of well-known branded products and lesser-known brands, primarily in categories such as skin care, hair care, oral care, cosmetics, cleaning products, household goods, confectionery and beverages.[22][23]

A significant part of the company's business model is based on parallel importing branded goods from different markets within the European Economic Area. Normal sources products through a network of suppliers and purchases them in markets where they can be obtained at lower prices. Prices may differ between countries according to local market conditions and purchasing power.[3]

Unlike many other discount retailers, Normal generally does not rely on temporary sales or promotional discounts. Products are instead sold at fixed low prices while they remain in the assortment.[4][24]

The chain maintains a core assortment of everyday products alongside a frequently changing selection of other goods. Around 100 new products are introduced each week, and stores carry approximately 6,000 different items.[25][26]

Normal stores use a maze-like layout with a prescribed route through the product categories, an arrangement intended to make shopping resemble a "treasure hunt".[27][28]

When Normal entered France in 2019, its stores had an average sales area of approximately 300 m2 (3,200 sq ft).[24] The chain generally targets locations with high pedestrian traffic, including city centres, shopping streets and shopping centres.[29]

Stores

As of August 2026, Normal's official store locator listed 1,095 locations across 14 European countries.[1]

Country Entry year Number of stores
Denmark 2013 170
Norway 2017 219
Netherlands 2018 50
Sweden 2018 152
France 2019 256
Finland 2021 105
Portugal 2022 54
Spain 2023 49
Ireland 2025 6
Italy 2025 23
Austria 2026 4
Slovakia 2026 2
Czech Republic 2026 3
Romania 2026 2

References

  1. ^ a b c "Find store". NORMAL.
  2. ^ "NORMAL A/S". Proff (in Danish).
  3. ^ a b c d e f g h i Jens Bertelsen. "Normal – butikskæde". Lex (in Danish).
  4. ^ a b "Om os". NORMAL (in Danish).
  5. ^ "Welcome to Normal". NORMAL Group.
  6. ^ "Butikskæden Normal fordoblede omsætningen sidste år". Avisen.dk (in Danish). 16 May 2017.
  7. ^ "Butikskæden Normal åbner i Norge". FødevareWatch (in Danish). 10 May 2017.
  8. ^ "L'enseigne danoise à petits prix Normal part à l'assaut de la France". Le Monde (in French). 20 May 2019.
  9. ^ "Le discounter Normal nouveau venu sur le marché français". EcommerceMag.fr (in French). 17 September 2019.
  10. ^ "Thursday's papers: Discount store's boom normalising, Finns' favourite investments, influenza hitting hard". Yle. 18 December 2025.
  11. ^ "Low cost Normal abre mais 10 lojas e contrata 100 no próximo ano". Diário de Notícias (in Portuguese). 30 October 2022.
  12. ^ "La cadena danesa Normal desembarca en España con la apertura de cuatro tiendas". Europa Press (in Spanish). 6 November 2023.
  13. ^ "Le nouveau magasin Normal attire l'attention face à son concurrent Action". Yahoo Actualités (in French). 22 August 2024.
  14. ^ "Il marchio «Normal» approda in Italia: il colosso del retail danese apre due store a Roma". Corriere della Sera (in Italian). 17 February 2025.
  15. ^ "Normal Store Opening". Retail News. 19 November 2025.
  16. ^ "Dänische Drogeriekette „Normal" eröffnet am Donnerstag erste Filiale in Österreich". Kurier (in German). 18 March 2026.
  17. ^ "Dánsky reťazec Normal otvoril prvú predajňu v bratislavskom centre Eurovea". Tovar a Predaj (in Slovak). 20 May 2026.
  18. ^ "Dánský řetězec otevřel první prodejnu v Praze. Jaké má ceny?". iDNES.cz (in Czech). 12 August 2026.
  19. ^ "Lanțul danez de magazine Normal, de tip drogherie, intră pe piața din România în toamnă". Economedia (in Romanian). 15 June 2026.
  20. ^ "NORMAL åbner kæledyrsunivers midt i Aarhus". Mig og Aarhus (in Danish). 1 April 2026.
  21. ^ "ANIMAL lukker i Aarhus". Mig og Aarhus (in Danish). 22 May 2026.
  22. ^ "Le discounter Normal nouveau venu sur le marché français". EcommerceMag.fr (in French). 17 September 2019.
  23. ^ "Normal, le magasin discount au succès fulgurant en France". Le Monde (in French). 5 August 2025.
  24. ^ a b Dalila Bouaziz (17 September 2019). "Retour sur l'arrivée de l'enseigne Normal en France". EcommerceMag.fr (in French).
  25. ^ Emmanuel Gavard (6 March 2023). "Comment l'enseigne Normal utilise les réseaux sociaux". Stratégies (in French).
  26. ^ Juliette Garnier (5 August 2025). "Normal, le magasin discount au succès fulgurant en France". Le Monde (in French).
  27. ^ Dalila Bouaziz (17 September 2019). "Le discounter Normal nouveau venu sur le marché français". EcommerceMag.fr (in French).
  28. ^ Laurent Siatka (25 March 2022). "L'enseigne danoise Normal a ouvert son premier magasin à Metz". La Gazette France (in French).
  29. ^ "Interview with Torben Mouritsen, CEO of Normal" (PDF). Global Retail News. April 2019.
  • Official website
  • Wikimedia Commons logo Media related to Normal (shop chain) at Wikimedia Commons

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