Danish retailer Normal enters into Sweden

– We are very proud to introduce the successful retail chain Normal to Sweden. The first Normal in Sweden opened at Emporia in January with a huge success. Allum, Marieberg and Kupolen follows during spring and will all open before summer, says Leasing Director Christian Brewaeys in Steen & Strøm.

Five years after opening its first retail shop with parallel imported goods in Silkeborg, Normal is showing all signs of being a huge success. An aggressive expansion strategy has resulted more than 90 stores during the years in Denmark and Norway and the positive development continues when they enter into Sweden this year.

The first shopping center to embrace the new exciting concept was Emporia. Emporia is one of Scandinavia’s most highly regarded shopping centers and is leading the way for retail in Sweden, attracting international newcomers.  – Normal fits well into our shopping center concepts and perfectly complements our store mix. It was overwhelming to see the great success of the Normal opening at Emporia. We had a fantastic opening day! People were queuing up from long before opening hours and the ambiance among customers and tenants was really great. We are very much looking forward to the grand openings at the other assets, says Brewaeys.

Normal distinguishes itself from other retail chains by selling completely normal products to completely normal people – it’s just that they cost less. They stock a variety of branded household items and personal care products as well as a wide range of basic products that a lot of people already know and use in the bathroom, in the kitchen and for cleaning, but they can often sell the products 30–50 per cent below the market price. In addition they offer exciting in-store experiences and new products, such as products from American TV series, which are not available elsewhere.

The choice of Malmö is no coincidence – many people in the area shop in the Danish stores, and they have been keen for Normal to open in Malmö for some time. The two partners, Carsten Hansen and Torben Elmgaard, are confident that Swedish consumers will welcome the Normal concept: – When shopping at Normal, you are guaranteed a good deal, and I’m convinced that Swedes will appreciate this, says Torben Elmgaard, partner in Normal.

April 12 2018

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