NORMAL | Competitive Intelligence Profile
NORMAL is a Danish-owned retail chain known for selling normal products at abnormal prices. The company offers a wide range of well-known...
NORMAL is a Danish-owned retail chain known for selling normal products at abnormal prices. The company offers a wide range of well-known brands in categories such as skin care, oral care, shampoo, makeup, and cleaning agents, all at fixed low prices. Founded in April 2013 in Silkeborg, Denmark, NORMAL has expanded to over 400 stores across Denmark, Norway, Sweden, the Netherlands, France, and Finland. The stores are designed to provide a unique shopping experience with a maze-like setup that encourages exploration and discovery of new and exciting products.
🛍️ NORMAL Product and Pricing Intelligence →
📅 NORMAL Event Participations →
⚖️ NORMAL Regulatory Intelligence →
👔 NORMAL Management and Leadership Team →
⚔️ NORMAL Alternatives and Competitors →
💼 NORMAL Hiring and Layoffs →
🤝 NORMAL Partnerships, Clients and Vendors →
📈 NORMAL Financial Performance, Fundraising, M&A →
🛍️ NORMAL Product and Pricing Intelligence
Leverage product insights to define key product development milestones, guide go-to-market planning, build a robust product-market fit matrix, and perform in-depth SWOT analyses.
Harness pricing intelligence to support strategic pricing decisions, conduct competitive pricing analysis, and craft effective differential pricing strategies.
📅 NORMAL Event Participations
Stay updated on where your competitors are showing up—industry conferences, webinars, podcasts, and speaking engagements—to gauge their messaging, target audiences, and strategic focus. Discover how they’re positioning themselves in the market, what narratives they’re pushing, and which partnerships they’re cultivating. Use this intelligence to refine your own positioning, identify missed opportunities, and stay top-of-mind in your industry.
⚖️ NORMAL Regulatory Intelligence
Monitor critical regulatory events—such as issued or revoked licenses, lawsuits, investigations, and court rulings—to understand the compliance posture and legal exposure of your rivals. Spot early warning signs of operational risk, delays, or reputational damage, and use these insights to fine-tune your market strategy, mitigate your own risk, or capitalize on competitor setbacks.
👔 NORMAL Management and Leadership Team
Understand who’s steering your competitors by tracking changes in their management and leadership teams. Gain insights into strategic direction, leadership style, and organizational priorities based on executive backgrounds and hiring trends. Use this knowledge to anticipate competitive moves, tailor your sales or partnership approach, and benchmark against industry leaders.
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CEO
[email protected] -
Non Exec Director
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Chief People Officer[email protected]
⚔️ NORMAL Alternatives and Competitors
Identify the competitors of your competitors to uncover indirect threats, emerging disruptors, and untapped opportunities. Understand the broader competitive ecosystem, spot white space in the market, and gain strategic context that helps you position more effectively. These insights sharpen your market intelligence and reveal angles others often overlook.
- Resume Not Required |
- Stand Steady |
- Livewire |
- Avon |
- CVS Health |
- Parfümerie Douglas |
- Clas Ohlson |
- Tokmanni |
- Flying Tiger |
- Søstrene Grene |
- Matas |
- Kicks
💼 NORMAL Hiring and Layoffs
Track key workforce changes—new hires, leadership shifts, and layoffs—to spot strategic organizational moves. Identify rising competitors, uncover shifts in company direction, and seize opportunities to attract top talent or engage new decision-makers. Use these insights to refine your recruitment strategy and build stronger business relationships.
- Niels H. Katholm joins NORMAL as Chief Logistics Officer in Denmark, previously Director, Logistics & Customer Care at WhiteAway Group.
- Bo Svenningsen joins NORMAL as Creative Director in Denmark, previously holding the position of Creative Director at NORMAL A/S.
- NORMAL seeks new team leaders for its international merchandise team to support store openings across Europe.
🤝 NORMAL Partnerships, Clients and Vendors
Monitor new partnerships, client wins, and vendor relationships to understand where your competitors are gaining traction. Spot emerging alliances, evaluate ecosystem shifts, and identify potential partners or prospects early. These insights help you refine your sales strategy, anticipate market movements, and stay one step ahead in a dynamic competitive landscape.
📈 NORMAL Financial Performance, Fundraising, M&A
Track competitors’ financial performance, fundraising rounds, and M&A activity to assess their growth trajectory and strategic focus. Uncover signals of expansion, market entry, or consolidation, and benchmark your position accordingly. Use these insights to inform investor conversations, identify acquisition opportunities, and fine-tune your competitive strategy.
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