Normal to open summer pop-up stores

Date : 02 June 2020

Maxime Delacour

Senior Retail Analyst

Danish variety discounter, Normal, which specialises in health and beauty and household product categories will open 10 pop-up stores across Denmark this summer.

The stores will be located at several of the country’s most popular summer destinations. They are expected to benefit from this year’s trend for ‘staycations’, driven by the coronavirus (COVID-19) pandemic.

Smaller store concept with curated assortment

The pop-up stores will use a bespoke and new branding called Minimal. The name links the pop-up store to the retailer’s standard stores, but makes clear their smaller size and low prices. Minimal stores will offer a selection of summer essential grocery products, including food, such as snacks and ice cream, which are not usually sold at Normal.

Source: Normal


The pop-up stores will open in June and will operate until the back to school period. They will operate every day and have longer opening hours to adapt to shoppers’ behaviours whilst on holidays.

Reaching more shoppers amid fast growth

With the new temporary stores, Normal is aiming to reach new shoppers in busy areas, where it does not traditionally operate.

Normal operates 90 stores in Denmark and 140 across Norway, Sweden, the Netherlands, and France. In its 2018/19 financial year Normal reported a turnover of DKK1.9 bn (€254.8m) and sales growth of more than 50%, mainly driven by the opening of 76 stores across Europe.

One-way route store concept easing social distancing

Normal stores operate a one-way route concept, which invites shoppers to follow a specific path from stores’ entrance till the exit. The coronavirus pandemic has impacted retailers, forcing them to put in place and test measures that provide a safer shopping environment. Among those implemented is the one-way route.

Normal’s standard layout is now an advantage for the discounter as it already offers an in-store environment that can be seen as reassuring for shoppers.


Source: IGD Research


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