Accueil » Normal sets the stage for an entertaining and humorous shopping experience with at treasure hunting aspect within the beauty industry Normal sets the stage for an entertaining and humorous shopping experience with at treasure hunting aspect within the beauty industry Through . Published on 16 April 2019 à 10h02 - Update on 10 May 2019 à 16h12 Resources 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,… This article is for subscribers only Already have an account? Log in You are not registered yet ? Sign up for a free trialfree for 1 month Online services : studies, analyses, databases and much more Daily Briefing : latest news digest Weekly letters Last name First name Email address Essentials Synthèse et historique de tous les contenus sur une thématique suivie en détails par la rédaction Les dernières publications A year of crisis: Retailers' initiatives to cope with the purchasing power drop Guarantees and insurance: new drivers of conversion and customer satisfaction Analyzes Synthèse et historique de tous les contenus sur une thématique suivie en détails par la rédaction Les dernières publications Charging for returns: pure players follow the lead of omnichannel retailers Ads.txt: which advertising providers do retailers work with?