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Private company

Normal

Logo: Normal, Public domain, via Wikimedia Commons4

Danish discount variety store chain

Normal is a Danish discount variety store chain headquartered in Skanderborg. It primarily sells branded personal care and cosmetic products, cleaning and household goods, confectionery, snacks and beverages at fixed low prices.2 It employed 1,270 people in 2022.1 Its revenue was DKK 4.5 billion in 2022.1 It is part of Brightfolk A/S.1 Wikipedia text CC BY-SA 4.0

Last updated Oct 21, 2026.

Overview

2013Founded1
  • Industryretail1
  • HeadquartersSkanderborg1
  • Websitenormalstores.com
  • Legal formaktieselskab1
  • Slogan“Normal products. Abnormal prices”1
  • LEI2138003PBYDEGZPYQP563
  • StatusActive3
  • LEI statusIssued and current3
  • Registered addressGODTHÅBSVEJ 41, 8660 Skanderborg, Denmark3
  • Registered withDanish Business Authority, 348837933

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Normal, Saltgade 10, Ribe - på åbningsdagen
Photo: Tdn70, CC0, via Wikimedia Commons5

Normal is a Danish discount variety store chain headquartered in Skanderborg. It primarily sells branded personal care and cosmetic products, cleaning and household goods, confectionery, snacks and beverages at fixed low prices.2

Corporate structure

Normal is part of a group headed by Heartland A/S. 37 entities, 5 countries on record. Switch between the flow chart and the network, and select any entity to see its details.

  • Heartland A/S Aarhus C, Denmark
    • Bestseller Brande, Denmark
      • ONLY Subsidiary · Brande, Denmark
      • VILA Subsidiary · Skanderborg, Denmark
      • BEST UNITED INDIA COMFORTS PRIVATE LIMITED Subsidiary · Mumbai, India
      • BESTSELLER FASHION INDIA PRIVATE LIMITED Subsidiary · Mumbai, India
      • BESTSELLER RETAIL EUROPE A/S Subsidiary · Brande, Denmark
      • BESTSELLER STORES BELGIUM Subsidiary · Antwerpen, Belgium
      • ONLY & SONS Subsidiary
      • ONLY RETAIL PRIVATE LIMITED Subsidiary · Mumbai, India
      • SELECTED Subsidiary
      • SELECTED RETAIL PRIVATE LIMITED Subsidiary · Mumbai, India
      • VERO MODA RETAIL PRIVATE LIMITED Subsidiary · Mumbai, India
    • Normal Skanderborg, Denmark
    • WhiteAway Aarhus N, Denmark
    • Nemlig.com Subsidiary · Brøndby Municipality, Denmark
    • Stylepit.com Subsidiary · Copenhagen
    • ASOS Stake · 25% · London, United Kingdom
    • M AND M DIRECT LIMITED Subsidiary · 98% · Hereford, United Kingdom
    • AAA UNITED B.V. Subsidiary · Amstelveen, Netherlands
    • AKTIESELSKABET AF 1.2.2017 Subsidiary · Aarhus C, Denmark
    • AKTIESELSKABET AF 1.3.2017 Subsidiary · Aarhus C, Denmark
    • AKTIESELSKABET AF 10.6.2021 Subsidiary · Aarhus C, Denmark
    • AKTIESELSKABET AF 12.6.2018 Subsidiary · Aarhus C, Denmark
    • AKTIESELSKABET AF 16.11.2005 Subsidiary · Aarhus C, Denmark
    • AKTIESELSKABET AF 2.7.2018 Subsidiary · Aarhus C, Denmark
    • AKTIESELSKABET AF 5.5.2010 Subsidiary · Aarhus C, Denmark
    • BESTSELLER LEASE MANAGEMENT A/S Subsidiary · Brande, Denmark
    • BESTSELLER UNITED A/S Subsidiary · Aarhus C, Denmark
      • BIANCO FOOTWEAR A/S Subsidiary · Lunderskov, Denmark
    • BRIGHTFOLK A/S Subsidiary · Aarhus C, Denmark
    • Invest FWD Subsidiary · Denmark
    • Midtjylland Airport Subsidiary · Viborg Municipality, Denmark
    • THE FOOTBALL COLLECTIVE A/S Subsidiary · Herning, Denmark
    • FC Midtjylland Stake · 25% · Herning Municipality, Denmark
    • Bur solar power station Owned · Holstebro Municipality, Denmark
    • Constantinsborg Owned · Aarhus Municipality, Denmark
    • Wildland Owned

Built from parent and subsidiary links from GLEIF, the Global Legal Entity Identifier Foundation (CC0); subsidiaries, stakes and holdings from Wikidata (CC0). Each entity in the chart links to its source.

Subsidiaries and ownership

Parent company

  • Brightfolk A/S

Owners

Parent company (GLEIF)

From Wikidata.1 Ownership links from GLEIF, the Global Legal Entity Identifier Foundation (CC0); each one cites its LEI record.

Employees over time

  • 20221,2701

Revenue over time

As stated on Wikidata, in the currency reported.

Revenue

  • 20224.5B DKK1

Timeline

  1. Jul 31, 2021Parent Directly consolidated by Heartland A/S3
  2. 2013Founded Founded1

Sources

The numbers on this page point here. Each one links to the record it came from.

  1. 1
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  3. 3
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  5. 5