Normal has been described as a success that has taken both Sweden and Europe by storm, according to multiple reports. Since its start in 2018, the company has grown to 150 stores and 3.2 billion kronor in turnover in Sweden. It is on its way to becoming a phenomenon across Europe with over 1,000 stores.
Financially, Normal has been profitable practically since its beginning, multiple reports indicate. Between 2021 and 2025, Normal's turnover increased by 358 percent and its operating profit by 589 percent to 155 million kronor, according to the company's Swedish annual reports. The entire group had a turnover equivalent to 22 billion Swedish kronor and an operating profit of 1.8 billion kronor in the most recent available fiscal year.
The described handling goes against our internal guidelines. We have clear routines for how opened or damaged goods should be handled and they must not be sold in the store.
The brand's strategy has been described as 'cool discount' – low price but without low status, according to multiple reports. Normal's stores are often located in the best locations in city centers, described as 'triple A' by the company itself. The company has understood the power of social media over young people and been skilled at keeping up with trends and constantly changing the range to create interest, multiple reports indicate.
Jan Nyberg was named the Most Powerful in Retail in Sweden in 2024 by the magazines Market and Dagligvarunytt, according to multiple reports.
It hurts my heart and I am convinced it hurts your hearts. I think we are good.
Employees report that used makeup is wiped off and sold to customers at Normal. Staff in about ten stores report that this is done routinely. It is routine to wipe off smudges from makeup that customers have opened and smeared, including foundation, concealer, lipstick, and mascara, according to employees. Several employees describe the same routine: if a product can be saved, it is sold. According to employees in several stores, the handling occurs on instruction from managers.
It is common for customers to open and test products directly on the shelves, according to former and current employees. Despite customers testing products, they are sold on, according to employees. Products that are not considered sellable as new sometimes end up in Normal's 'Mystery Bags' – bags with mixed goods at a discounted price, according to employees.
We should all help each other to support each other in this matter and reach out your hand and talk to your nearest leader.
Normal's Sweden CEO Jan Nyberg states in an email that used products should not be sold. He writes that such handling of products violates the company's policy and that they will now follow up to ensure all stores follow the rules, according to Aftonbladet.
Normal's CEO Jan Nyberg called a crisis meeting with all store managers early this morning after the revelations about working conditions, according to multiple reports. The meeting lasted about 25 minutes. There were no concrete discussions about the misconduct pointed out by 200 sekunder's sources, according to multiple reports. Some store managers asked how to act if journalists showed up in the stores, and Nyberg told them to refer to emailing him, according to multiple reports.
We have four values that are very much about us all being equally valuable to the company. We together create Normal's culture and results.
Normal has many young employees who have just entered the labor market, and in combination with inexperienced store managers, it does not always go well, according to Linda Palmetzhofer, union chairperson for Handelsanställdas förbund. Employees report that staff, who are often minors, are exploited, including being forced to work for free. The company has previously been accused of exploiting young people and spying on employees, according to a report by Aftonbladet.
The Trade Union Handels will visit Normal stores and talk to employees, according to multiple reports. When customers have discovered used products, they have received their money back, but store staff describe it as 'shameful', according to Aftonbladet.
Not all Normal stores sell used items, according to an employee.