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Normal (chain store)
Normal is a Danish bargain-priced variety store chain primarily selling shelf-stable food and personal care products by national brands. It was founded by Torben Mouritsen and Bo Kristensen in 2013 with the first store in Silkeborg, Denmark.[1] Its largest markets are Denmark, France, Norway, Finland, and Sweden. ConceptThe stores have a maze layout with a course that carries you through all their product categories, leading you to return to the checkouts at the front of the store. Mouritsen calls the chain a hybrid between a grocery store and a personal care store. However, they are not considered a supermarket.[citation needed] The concept could be compared to Danish variety store chains Flying Tiger and Søstrene Grene as they also offer a large varied selection of products at affordable/competitive prices in stores with a maze layout. However, Flying Tiger has more gimmick products and private-label food/personal care items, and Søstrene Grene has a greater focus on design and lifestyle branding.[citation needed] According to the founders, about 80% of customers are women.[2] During the chain's lifetime, the director of Bestseller, Anders Holch Povlsen, has invested so much in the chain that he's become the main shareholder with an ownership stake of 71.29% through his own investment company Heartland A/S.[3] StoresThe first Normal store opened on 6 April 2013 in Silkeborg. There were 9 stores by 2015. On 10 May 2017, the chain announced that it would open its first two stores outside Denmark in Kristiansand, Norway.[4] The company is based in Skanderborg, Denmark employing 1,972 people.[5] and operating 682 stores (June 2024)[6]
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