Irma Competitors

At NORMAL, we sell normal products at abnormal prices. The product range comprises well-known brands within categories such as skin care, oral care, shampoo, makeup and cleaning agents. In short: All the things that you need for your everyday life, and all the things that should not be missing in your home. All products sell at fixed low prices, and you will find no bargains or knock-out offers in our stores. But on the other hand, the prices will not have changed when you visit the store again. NORMAL is much more than fixed low prices and branded goods. Our goal is that you should always get a new and unique experience when you come to one of our stores. Even if your last visit was only a week ago. Therefore, our permanent assortment of well-known branded goods is continuously supplemented by new and exciting items that find their way to the shelves and podiums. The maze-like store set-up invites you to go treasure hunting for products from known and unknown brands, and you will always find a new surprise waiting just around the corner. NORMAL is a Danish-owned retail chain. The first store opened in the Danish city of Silkeborg in April 2013, and since then more than 400 stores have opened in five additional countries: Norway, Sweden, the Netherlands, France and Finland.

Vores historie begyndte i 1866, da Danmarks første brugsforening blev stiftet. Idéen var dengang - som den er i dag - at forbrugere, der indgår i et fællesskab, får bedre og billigere varer. I dag har Coop Danmark mere end 2 millioner medlemmer og er en af Danmarks største detailkoncerner med som består af kæderne; SuperBrugsen, Kvickly, 365discount og Brugsen - hjem for vores stærke private labels Änglamark, Cirkel Kaffe, Irma, Coop & Xtra. Vi driver ca. 900 butikker over hele landet og vores +38.000 kolleger byder hver uge velkommen til mere end 7 millioner kunder. Koncernen tilbyder et bredt udvalg af job- og karrieremuligheder, og vi inviterer dig til at være med i ambitionen om kvalitet, ansvarlighed og fællesskab.

The story of Søstrene Grene starts in 1973 in Aarhus, Denmark’s second-largest city, when the husband and wife team of Knud Cresten Vaupell Olsen and Inger Grene open a store which turns out to be one of a kind. The couple sets out to create a whole new and wonderful shopping experience that caters to the senses. A place where creative and inquisitive minds can feel right at home. They call the store Søstrene Grene (in English: The Grene Sisters), but today, the concept is also known as “the wonderful world of Anna and Clara”. With a history at the Ballet Academy in Aarhus and a love of classical music, Knud Cresten sets out to create a store concept that artfully combines music, beautiful product displays and storytelling. And in 1973, he comes up with the idea for the sisters Anna and Clara, who come to embody all of his and Inger’s values and visions for the company. From day one, Anna and Clara invite guests to explore the labyrinth of aisles, where pleasant lighting, classical music and the smell of untreated wooden crates create a unique experience for anyone who enters the store. Along the store’s aisles, the product displays stir the guest’s creativity as they make new finds and set their imagination free. Even more important, however, is that the guests leave their hectic daily lives behind before journeying through the wonderful world of Anna and Clara. Today, Søstrene Grene is represented in many countries around the world and the chain is owned and operated by the second generation of the family, the brothers Mikkel and Cresten Grene. The headquarters are situated in Aarhus – the city where it all began. There, a team of Scandinavian designers and purchasers ensures that the sisters’ distinctive Nordic feel is present in every design that ends up in the store. The aim is for the Søstrene Grene stores to continue to provide a refined and innovative product range, setting the stage for great finds and positive experiences.