Normal (chain store)

Last updated
Normal A/S
IndustryRetail
Headquarters Skanderborg, Denmark
Area served
Denmark, Finland, France, Netherlands, Norway, Portugal, Spain, Sweden
Key people
Steen Overholdt Hansen (CEO)
Jan Dal Lehrmann (Chairman)
Revenue2 billion DKK (2020)
Number of employees
1,972
Website normal.eu

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 with the first store in Silkeborg, Denmark. [1] Its largest markets are Denmark, France, Norway, Finland, and Sweden.

Contents

Concept

The stores have a maze layout with a course that carries you through all their product categories, leading you to return 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. [2] 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% through his own investment company Heartland A/S. [3]

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. [4]

The company is based in Skanderborg, Denmark employing 1,972 people. [5] and operating 682 stores (June 2024) [6]

CountryNumber of stores (June 2024)
Flag of Denmark.svg  Denmark 161
Flag of Finland.svg  Finland 72
Flag of France.svg  France 126
Flag of the Netherlands.svg  Netherlands 13
Flag of Norway.svg  Norway 155
Flag of Portugal.svg  Portugal 24
Flag of Spain.svg  Spain 15
Flag of Sweden.svg  Sweden 116

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References

  1. ↑ Kristensen, Mick (2017-06-09). "Torben Mouritsen solgte magten i Normal - nu er hans formue mangedoblet". Finans (in Danish). Retrieved 2024-02-09.
  2. ↑ Hyltoft, Vibe (2014-10-25). "Nyt butikskoncept: »Alle vil jo gerne spare«". Berlingske.dk (in Danish). Retrieved 2024-02-09.
  3. ↑ "CVR - Det Centrale Virksomhedsregister". CVR Virk. Retrieved 2024-02-09.
  4. ↑ "Butikskæden Normal åbner i Norge". fodevarewatch.dk. 2017-05-10. Retrieved 2024-02-09.
  5. ↑ "NORMAL A/S". CVR API. Retrieved 2024-02-09.
  6. ↑ "Normal". www.normal.eu. Retrieved 2024-02-09.
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