Danish retailer Normal is set to open its first store in Romania this autumn, choosing Mega Mall Bucharest for its market debut. Founded in 2013, Normal now operates more than 1,000 stores in 11 European countries.
Normal’s concept is built around selling products at fixed, affordable prices. The assortment includes personal care items, cleaning products, sweets, drinks, toys and everyday goods. The chain combines well-known international brands with items that are less common in the local market.
The first Normal store opened in April 2013 in Silkeborg, Denmark. Since then, the concept has expanded into Norway, Sweden, the Netherlands, France, Finland, Portugal, Spain, Italy, Ireland, Austria and Slovakia.
The company also runs two of its own warehouses in Denmark, in Horsens and Hedensted. Together, those facilities employ 750 workers in three shifts, with staff coming from 49 countries.
For Mega Mall, a NEPI Rockcastle shopping center, Normal will be the second nationwide debut hosted by this location this year, after BIPA opened its first store in Romania there.
The Romanian discount segment is crowded and highly competitive. Normal will face established international players such as Polish Pepco, German KiK and TEDi, Dutch Action, and Malaysian MR.D.I.Y.
