Founded in Denmark in 2013, Normal now operates more than 980 stores across ten European countries. The brand has built its expansion on high-footfall locations and shows no signs of slowing down.
CEO Jakob Frølich Maarbjerg framed the move in straightforward terms: “Austria is a logical next step in our European expansion, and we are very much looking forward to opening our first two stores in the Vienna area. We see great potential in this market and are excited to introduce our concept to Austrian consumers: a shopping experience where well-known brands, exciting international trends and permanently low prices come with the feeling of discovering something new on every visit.”
The concept is built around a permanently low-price model with no promotional cycles or limited-time offers. Stores are designed in a labyrinth layout intended to encourage browsing, and the assortment covers around 5,500 products across skincare, haircare, oral hygiene, make-up, household and cleaning products, snacks and beverages. At least 100 new products are added to the range each week.
The brand carries a broad portfolio of international names including L’Oréal, Maybelline, Nivea, Gillette, Colgate, Garnier, Nescafé, Oreo, Vanish and Finish. Normal also points to exclusive product lines available in Austria solely through its stores. A particular focus is placed on international beauty trends, including K-Beauty from South Korea and J-Beauty from Japan, both of which have gained considerable traction across European markets in recent years.
(dp)
