Danish retailer NORMAL expands into Romania

Danish retailer NORMAL is expanding into the Romanian market this autumn. The company, which is part of the Heartland Group, plans to open its first two stores in late September and early October.

The first location is scheduled to open on September 30 at Mega Mall București, covering 275 square meters. The second store will open on October 2 at Shopping City Timișoara, with a larger footprint of 380 square meters. Each location is expected to employ approximately 18 people.

NORMAL offers a selection of over 3,500 products, including personal care, cosmetics, hair care, oral hygiene, household cleaning supplies, snacks, and beverages. The retailer utilizes a business model focused on low fixed prices and introduces at least 100 new products weekly. The inventory includes established brands such as L’Oréal, Nivea, Gillette, and Colgate, alongside global trends like K-Beauty and J-Beauty. Founded in Denmark in 2013, the retailer currently operates over 1,000 stores across 14 European countries.