NORMAL A/S Tech Stack

Discount retail chain selling branded consumer goods across 400+ stores in six countries

Retail Skanderborg, Danmark 10,001+ employees Founded 2013 Public Company

NORMAL operates a discount retail model around fixed low prices and rotating treasure-hunt assortments across 400+ stores in Denmark, Norway, Sweden, the Netherlands, France, and Finland. The hiring mix is overwhelmingly sales and ops focused (726 of 757 roles), with accelerating velocity and junior-heavy staffing — a pattern consistent with aggressive store expansion (new openings and store construction are top-three projects). Tech stack centers on OutSystems for enterprise applications and Azure for infrastructure, but merchandising optimization and store revenue remain listed pain points, suggesting manual processes still dominate assortment and floor planning.

Tech Stack 12 technologies

Core StackAzure DevOps Adobe Premiere Pro OutSystems Azure SQL CapCut TikTok Instagram Meta Outlook Excel SCADA

What NORMAL A/S Is Building

◆Challenges

Busy store
Merchandising optimization
Boosting sales
Maintaining high store standards
Store visibility
Ensuring brand visibility
Ai compliance
Leadership development
Opening new store
Increasing store revenue

▲Active Projects

New store openings
Store opening
Building own team
Building a brand-new store
New aisle construction
Local events and seasonal activities
Leadership development programs
Shopping center marketing
Lifelong learning program
Internal store manager training program

Hiring Activity

Accelerating750 roles · 390 in 30d

Department

Sales

620

Ops

Retail

Operations

Marketing

Legal

Logistics

Seniority

Junior

482

Manager

106

Mid

104

Intern

Senior

Lead

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About NORMAL A/S

NORMAL is a Danish public company founded in 2013 that runs a fixed-price discount retail chain across six countries. The model combines well-known consumer brands (skincare, oral care, cleaning, makeup) with unexpected rotating items, designed to create a treasure-hunt shopping experience. All products maintain consistent low prices year-round with no promotional discounting. The store footprint spans Denmark, Norway, Sweden, the Netherlands, France, and Finland, and the company employs over 10,000 staff. Active projects focus on store expansion (new openings, aisle construction, leadership training for store managers), while pain points center on merchandising optimization, store visibility, and revenue growth.

HeadquartersSkanderborg, Danmark

Company Size10,001+ employees

Founded2013

Hiring MarketsDenmark, Netherlands, Italy, France, Portugal, United States, Sweden, Norway

Frequently Asked Questions

How many stores does NORMAL have?

Over 400 stores across six countries: Denmark, Norway, Sweden, the Netherlands, France, and Finland. New store openings and construction are current focus areas.

Where is NORMAL headquartered?

Skanderborg, Denmark. The company is publicly listed and was founded in 2013.

What tech does NORMAL use?

OutSystems for enterprise applications, Azure and SQL for cloud infrastructure, with supplementary use of Adobe Premiere Pro and Excel for operations and marketing work.