At NORMAL, we sell normal products to normal people. Our branded assortment ranges across multiple categories, all of which are used or consumed by average households – every day or just once in a while. But NORMAL is also about providing a unique customer experience, and we commit ourselves to constantly explore new products, brands and trends, making every NORMAL visit adventurous.
We buy the brands where they are the cheapest. To us this is simply good business and it enables us to sell our products at fixed low prices so that our customers no longer need to navigate in a jungle of promotions and advertising. Shopping at NORMAL will make your bag full without leaving your purse empty.
Opening Sørlandssenteret Norway
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Expansion and partnerships
Today, we are present in Denmark, Norway, Sweden and the Netherlands, but it is our vision to offer the NORMAL shopping experience to even more people across Europe. We strongly believe in local entrepreneurship, and therefore our new markets are being established through joint ventures with local partners.
A dedicated territory will be assigned to the local partners who then become responsible for establishing new NORMAL stores and operating the day-to-day business. We own, but also commit to deliver and develop, the concept. This means that we will provide the store interior, we fix the assortment, and we develop the marketing material. But our role is not limited to the concept; we also provide the platform upon which the local business can develop and expand. We handle purchasing, central warehousing and distribution, and we provide a reliable and efficient IT platform as well as a range of administrative services. This, essentially, means that we take away some of the more complex and heavy-duty administrative tasks from our local partner. In that way, our partners can focus on driving the sales, simply because we believe that a clear purpose and the right support will lead to better results.
Our partnerships share investments, costs and profit, and together with our partners we define a business plan in which we agree on a set of goals for the number of stores, profitability and like-for-like sales growth. It is our intention to take full ownership of the partnership at some future point in time when it is deemed feasible. We will then buy the partner shares at a valuation based on a predetermined exit multiple.
NORMAL partners can be individuals but also two companions. When we look for partners, we look for competences, dedication and leadership. By competences, we mean experienced retailers with deep market knowledge. Partners that know how to find and select the best leases, and partners that can navigate in a competitive environment. By dedication, we mean people that have an extraordinary drive and that always make an effort to make good better and better extraordinary. We look for people that are pragmatic and who are willing to go the extra mile. We look for partners, that truly believe in the NORMAL concept and who have the financial resources and willingness to invest into the partnership. Finally, when we look for partners, we look for leaders, who can set the right team, who build and protect a strong culture and who can inspire to do great things. Leaders who understand good business, and can engage in strategic discussions and develop the entire NORMAL group together with the NORMAL management team.