NORMAL to More Effectively Meet Consumer Demand with RELEX Solutions 

Danish retailer to implement DC and store replenishment from RELEX to improve inventory accuracy and reduce stockouts 

Danish retailer, NORMAL has selected RELEX Solutions, a provider of unified supply chain and retail planning solutions, for distribution center (DC) and store replenishment capabilities, to improve inventory accuracy, reduce stockouts, and support their overall growth strategy. 

NORMAL is a retail chain specializing in personal care and cosmetics, operating over 870 stores across nine European markets: Denmark, Norway, Sweden, the Netherlands, France, Finland, Portugal, Spain, and Italy.  

NORMAL has a unique business model with everyday low prices. With an eye on continued growth, latest with their opening in Italy, NORMAL is looking for even better control of their supply chain processes to improve inventory turnover, minimize waste, and ensure product availability. 

NORMAL will replace their existing solution with RELEX for improved scalability, particularly as they look to open their third DC and need to ensure effective and efficient replenishment across both DCs and all stores. With RELEX, NORMAL will benefit from advanced AI-driven forecasting capabilities, automated replenishment processes, and real-time visibility into inventory levels, helping them to maintain their competitive pricing strategy while meeting consumer demand. 

“We are looking forward to working with RELEX to improve our supply chain efficiency and even more effectively meet consumer demand,” said Søren Sivebæk, CIO at NORMAL. “This technology will allow us to better manage our inventory across distributions centers and stores and ensure that our customers always find the products they need. As we continue to expand, having a scalable supply chain solution is crucial to our success.” 

“NORMAL’s unique business model and incredible ability to offer products at such low prices make them a formidable player in the retail market,” said Frank Lord, Chief Revenue Officer at RELEX Solutions. “We are thrilled to support them in improving their supply chain efficiency and sharpening their competitive advantage. Our solutions will help NORMAL maintain their low-price promise while ensuring product availability and operational efficiency.”