Where is Normal located?

Normal is headquartered in Silkeborg, Denmark. It is registered at Thomas Helstads Vej 18, DK-8660 SKANDERBORG.

Who is the current CEO of Normal?

Jakob Frolich Maarbjerg of Normal.

How many employees does Normal have?

As of Sep 30, 2026, the latest employee count at Normal is 5365.

What is the annual revenue of Normal?

Annual revenue of Normal is more than $1B as on Jul 31, 2024

Where does Normal rank among its competitors?

Normal ranks 4th amongst 11 active competitors, none of which are funded.

Who are the top competitors of Normal?

Normal's top competitors include Next, M&S and Hudson's Bay Company. Among them, Hudson's Bay Company secured the most recent funding round in December, 2021.

Normal - 2026 Company Profile, Team, Funding, Competitors & Financials

Normal is an acquired company based in Silkeborg (Denmark), founded in 2013 by Bo Evald Kristensen and Torben Mouritsen. It operates as a Retailer of consumer goods. The company has 11 active competitors, including 5 that have exited. Its top competitors include companies like Next, M&S and Hudson's Bay Company.

Company Details

Retailer of consumer goods. It is a retail company selling normal products at abnormal prices across various categories, including skin care, hair care, and home goods. The company operates a brick-and-mortar store and has e-commerce presence, offering competitive pricing and a wide range of products to consumers.

Website: www.normal.dk/
Social
Email ID: *****@normal.eu
Registered Address: Thomas Helstads Vej 18, DK-8660 SKANDERBORG

Key Metrics

Founded Year

2013

Location

Silkeborg, Denmark

Stage

Acquired

Investors

Lehrmann Ventures & 1 more

Ranked

4^th among 11 active competitors

Annual Revenue

$1B+ as on Jul 31, 2024

Employee Count

5,365 as on Sep 30, 2026

Similar Companies

Five Below & 66 more

Exit Details

Acquired by Anders Holch Povlsen (Dec 14, 2016)

View Normal's full profile

Normal is associated with 3 legal entities given below:

Legal Entity Name	Date of Incorporation	Revenue	Latest Employee Count
The limited liability company of 1.12.2016 CIN: 38226258 , Denmark, Active	Dec 01, 2016	-	-
NORMAL A/S CIN: 819040982 , Norway, Active	Dec 11, 2012	-	6883 (As on Dec 31, 2024)
NORMAL A/S CIN: 34883793 , Denmark, Active		$1B+ (As on Jul 31, 2024)	-

Normal got acquired by Anders Holch Povlsen on Dec 14, 2016.

Click here to take a look at Normal's acquisition in detail

Normal is a funded company. Normal has 2 institutional investors.

View details of Normal's funding rounds and investors

The founders of Normal are Bo Evald Kristensen and Torben Mouritsen. Jakob Frolich Maarbjerg is the CEO of Normal.

Here are the details of Normal's key team members:

Bo Evald Kristensen: Co-Founder of Normal.
Contact Info: 1 email address
Torben Mouritsen: Co-Founder of Normal.
Contact Info: 1 email address
Jakob Frolich Maarbjerg: CEO of Normal.

Normal's Board of Directors

Normal's board has 4 active members. Jakob Frolich Maarbjerg and Jan Dal Lehrmann are part of team and Paul Brian McGreevy and Lise Kaae are independent board members.

Here is the list of Normal's board of directors:

Name	Type	Representing	Status	Duration
sbesxfv	Team	-	Current	3y 1m
tbjadpi	Team	-	Current	6y 5m
jdz{phy	Team	-	Past	1y 6m
Paul Brian McGreevy	Independent board member	-	Current	9y 4m
quugcio	Independent board member	-	Current	8y 6m

View details of Normal's Founder profiles and Board Members

Normal's employee count trend

Normal has 5,365 employees as of Sep 26. Here is Normal's employee count trend over the years:

Uncover Normal's growth story! Sign up today!

Access Tracxn on any website

Our Google Chrome extension lets you view company details while browsing their websites

Install Tracxn Extension

Top competitors of Normal include Next, M&S and Hudson's Bay Company. Here is the list of Top 10 competitors of Normal, ranked by Tracxn score:

Rank	Company Details	Short Description	Total Funding	Investors	Tracxn Score
1st	Next 1982, Leicester (United Kingdom), Public	Online retailer of apparel, accessories, homeware, beauty, and furniture	-	Western Technology Investment, Bridgepoint Group ... & 1 others	70/100
2nd	M&S 1884, London (United Kingdom), Public	Retail chain of clothing, home & luxury food products	-	Europa	67/100
3rd	Hudson's Bay Company 1670, Brampton (Canada), Acquired	Department store retailer	-	Rhone Group, GPI Capital & 2 others	64/100
4th	Normal 2013, Silkeborg (Denmark), Acquired	Retailer of consumer goods	-	Lehrmann Ventures, Love Mondays	62/100
5th	Sostrene Grene 1973, Aarhus (Denmark), Unfunded	Retailer of home goods including stationery and creative hobby supplies	-	-	40/100
6th	Plantorama 1987, Denmark, Unfunded	Retailer of plants, garden supplies, pet products, and home goods	-	-	29/100
7th	ILLUM 1891, Denmark, Unfunded	Retailer of apparel, accessories, beauty products, design items, and food	-	-	29/100
8th	Luksusbaby 2014, Stovring (Denmark), Funding Raised	Retail chain of consumer products	-	Lehrmann Ventures, Love Mondays & 1 others	26/100
9th	Netto 1981, Koge (Denmark), Unfunded	Retailer of groceries, household products, and related consumer goods	-	-	26/100
10th	Rhanders 1811, Randers (Denmark), Unfunded	Retailer of handcrafted gloves, bags, clothing, and accessories since 1811	-	-	21/100