Normal sets the stage for an entertaining and humorous shopping experience with at treasure hunting aspect within the beauty industry

Within the beauty sector, the discount retailer Normal sets the stage for a successful retail format based on the idea of permanent low prices. Our reporter Cecilie Bahr met Torben Mouritsen, C.E.O. of Normal.

Created in 2013 by two Danish entrepreneurs, the discount retailer Normal (sales exceeding €135 million in 2018 via 192 stores in Denmark, Norway, Sweden and the Netherlands) is involved in a fierce expansion. This non-food retailer sells an array of items including beauty products, cotton pads, razor blades and cosy stockings with raccoon motifs,…