Here at Field Agent Canada we have been diving into research on the dollar / discount channel lately (Check out our report "Decoding the Dollarama Opportunity" here) and during his recent trip to Norway, our founder, Jeff Doucette (Linked In) was keeping an eye out for discount retailers to visit.
In our very first Video Virtual Store Visit, Jeff will walk you through a very unique retailer that might serve as inspiration for the future of the dollar store channel in Canada.
Founded in Denmark in 2013 by entrepreneurs Torben Mouritsen and Bo Kristensen, NORMAL has become one of Europe's fastest-growing discount retailers by offering a unique twist on the traditional variety store.
Headquartered in Skanderborg, Denmark, the chain was created around a simple premise: sell well-known everyday brands at permanently low prices while making shopping feel like a treasure hunt.
Unlike conventional discount retailers, NORMAL avoids weekly promotions and instead maintains fixed low prices while continuously introducing hundreds of new products. Its distinctive maze-like store layout encourages customers to explore every aisle, resulting in frequent impulse purchases and high customer engagement.
The company's rapid growth accelerated after fashion retailer Bestseller, controlled by Anders Holch Povlsen, became the majority shareholder in 2016, providing capital to support international expansion.
Today, NORMAL operates more than **950 company-owned stores** across eleven European countries, including Denmark, Norway, Sweden, Finland, the Netherlands, France, Portugal, Spain, Italy, Ireland and Austria, with continued expansion planned across Europe.
The retailer specializes in health and beauty products, personal care, household essentials, confectionery, beverages and everyday convenience items, carrying both internationally recognized brands and unique imported products that are difficult to find elsewhere. Most stores stock approximately 5,000 products while introducing around 100 new items each week, ensuring every visit offers something different.
Rather than competing solely on price, NORMAL differentiates itself through discovery, surprise and an engaging in-store experience that encourages repeat visits. This combination of strong value, recognizable brands, constant assortment changes and disciplined store expansion has made NORMAL one of Scandinavia's most successful retail exports and a formidable competitor within Europe's discount retail landscape.
Check out the full video here: