Normal

Normal is a rapidly expanding Danish bargain-priced variety store chain, founded in 2013, that operates over 950 stores across multiple European countries. The retailer is known for its 'fixed low price' concept, offering a constantly changing assortment of well-known national brands across several categories, including personal care, cosmetics, hair care, household essentials, and food. Positioned as a hybrid between a grocery store and a personal care store, Normal is a major mass-market distributor of beauty and cosmetic products. The store layout is designed as a maze to encourage a 'treasure hunt' shopping experience, which contributes to its high customer engagement and popularity.