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Concept and assortment

At NORMAL, we sell completely normal goods at fixed low prices. The assortment includes well-known brands within categories such as skin care, hair care, oral care, shampoo, makeup, and cleaning. In short: All the things that you cannot do without in your everyday life and which should not be missing on the shelves in your home. All items are sold at fixed, low prices, meaning that you will not be able to find special offers and bargains with us. But you can be sure that the goods will have the same price, also the next time you visit the store.

NORMAL is much more than fixed, low prices and well-known brands. Our goal is that it should always be a new and unique experience to visit one of our stores. Even if it has only been a week since you last visited the store. That is why in NORMAL - in addition to the regular assortment of well-known branded products - there is a constant replacement and circulation of products on the shelves and podiums so you will always have new products to discover and explore. Our maze-like store set-up invites you to go treasure hunting among the many exciting items from well-known and unknown brands, and it is always easy to fill the shopping basket - without emptying your bank account.

NORMAL is a Danish-owned retail chain. We opened the doors to the first store in Silkeborg, Denmark, in April 2013, and since then NORMAL has grown into a chain of more than 350 stores in Denmark, Norway, Sweden, the Netherlands, France and Finland.


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Welcome to NORMAL!