 | |
 | |
| Industry | Retail |
|---|---|
| Headquarters | Skanderborg, Denmark |
Area served | Denmark, Finland, France, Netherlands, Norway, Portugal, Spain, Sweden, Italy, Ireland, Austria, Slovakia |
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 | normalstores |
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.
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.
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.
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
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
| Country | Number of stores (April 2026)7 |
|---|---|
 Denmark
|
167 |
 Finland
|
99 |
 France
|
229 |
 Netherlands
|
37 |
 Norway
|
205 |
 Portugal
|
42 |
 Spain
|
45 |
 Sweden
|
147 |
 Italy
|
19 |
 Ireland
|
3 |
 Austria
|
4 |
 Romania
|
1 |
References
References
- Normal. Berlingske.
- Lauritzen. Discount-supermarked vil fordoble antallet af butikker. Berlingske. 15 January 2016.
- Pedersen. Normal-direktør: Vi har tilsyneladende ramt helt rigtigt. Berlingske. 16 May 2017.
- Espersen. Ung butikskæde slår igen milliardrekord – vil åbne endnu flere butikker. Berlingske. 25 November 2023.
- Mortensen. Normal-kæden udvider med nye butikker i Aarhus. Jyllands-Posten. 23 November 2020.
- Traeholt. Normal buldrer frem - og slår igen milliardrekord. 24 November 2023.
- "Normal A/S". Simpelt API til CVR data (in Danish). Retrieved 25 October 2025.
- "Velkommen til Normals hovedkontor". NORMAL Hovedkontor Danmark (in Danish). Retrieved 12 March 2026.
- Hyltoft, Vibe (25 October 2014). "Nyt butikskoncept: »Alle vil jo gerne spare«". Berlingske.dk (in Danish). Retrieved 9 February 2024.
- "CVR - Det Centrale Virksomhedsregister". CVR Virk. Retrieved 9 February 2024.
- "Butikskæden Normal åbner i Norge". fodevarewatch.dk. 10 May 2017. Retrieved 9 February 2024.
- "NORMAL A/S". CVR API. Retrieved 9 February 2024.
- "Normal". www.normal.eu. Retrieved 9 February 2024.