NORMAL

NORMAL’s business activities comprise retail trade, primarily within personal care and cosmetics, and are pursued through more than 820 stores across eight markets: Denmark, Norway, Sweden, the Netherlands, France, Finland, Portugal and Spain. NORMAL also operates central warehouses located in Jutland, Denmark.

Normal is special because they run zero promotions, just promising the customer everyday low-price across their whole assortment and the model has worked extremely well for them. They also run an almost identical assortment in all stores across all markets (as long as legal restrictions allow) and put very little focus on ecom, which some will argue is going against the current retail trends. It has worked for them.