Normal (retailer)
Danish retail store chain
From Wikipedia, the free encyclopedia
Normal is a Danish bargain-priced variety store chain primarily selling shelf-stable food and personal care products by national brands. It was founded by Torben Mouritsen and Bo Kristensen in 2013. The chain's headquarters is located in Skanderborg.[2] Its largest markets are Denmark, France, Norway, Finland, and Sweden.
Jan Dal Lehrmann (Chairman)
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 | |
| Industry | Retail |
|---|---|
| Headquarters | Skanderborg, Denmark |
Area served | Denmark, Finland, France, Netherlands, Norway, Portugal, Spain, Sweden, Italy, Ireland, Austria |
Key people | Steen Overholdt Hansen (CEO) Jan Dal Lehrmann (Chairman) |
| Revenue | 2 billion DKK (2020) |
Number of employees | 4,767 (as of August 2025)[1] |
| Parent | Bestseller A/S (71.29%) |
| Website | normal |
Concept
The stores have a maze layout with a course that leads the customer through all their product categories before returning to the checkouts at the front of the store. Mouritsen calls the chain a hybrid between a grocery store and a personal care store. However, they are not considered a supermarket.[citation needed]
The concept could be compared to Danish variety store chains Flying Tiger and Søstrene Grene as they also offer a large varied selection of products at affordable/competitive prices in stores with a maze layout. However, Flying Tiger has more gimmick products and private-label food/personal care items, and Søstrene Grene has a greater focus on design and lifestyle branding.[citation needed]
According to the founders, about 80% of customers are women.[3] During the chain's lifetime, the director of Bestseller, Anders Holch Povlsen, has invested so much in the chain that he's become the main shareholder with an ownership stake of 71.29% under Bestseller, which is owned by Povlsen's investment company Heartland A/S.[4]
Stores
The first Normal store opened on 6 April 2013 in Silkeborg. There were 9 stores by 2015. On 10 May 2017, the chain announced that it would open its first two stores outside Denmark in Kristiansand, Norway.[5]
The company is based in Skanderborg, Denmark employing 1,972 people.[6] and operating 981 stores (November 2025)[7]
