Normal has become a retail phenomenon in Sweden and Europe since its start in 2018, growing to 150 stores and 3.2 billion kronor in turnover in Sweden alone. The company has been profitable practically since its inception, with its Swedish operations seeing turnover increase by 358 percent and operating profit by 589 percent to 155 million kronor between 2021 and 2025, according to the company's Swedish annual reports. Across Europe, Normal is on its way to becoming a major player with over 1,000 stores, and the entire group reported a turnover equivalent to 22 billion Swedish kronor and an operating profit of 1.8 billion kronor in the most recent available fiscal year. According to submitted financial statements for the parent company Normal A/S, sales grew by 65 percent between 2024 and 2025 and operating profit by 260 percent.
Normal's business model has been described as 'cool discount'—offering low prices without the low status typically associated with discount retailers. The company strategically places its stores in prime locations, with the company itself describing them as 'triple A' spots in city centers. The Danish retail chain now operates over 150 Normal stores in Sweden, generating a turnover of three billion kronor per year according to reports.
CEO Jan Nyberg was recognized as the most powerful person in Swedish retail in 2024 by the magazines Market and Dagligvarunytt. Following revelations about working conditions by the media outlet 200 sekunder, Nyberg called a crisis meeting with all store managers early one morning. The meeting lasted about 25 minutes, but according to reports, there were no concrete discussions about the misconduct pointed out by 200 sekunder's sources.
Employees have testified about how staff, who are often minors, are exploited at Normal stores. According to 200 sekunder, there is another side to Normal's successes where exploitation of minors and interns is systematic, with employees being camera-monitored and forced to work for free. Normal has many young employees who have just entered the labor market, and in combination with inexperienced store managers, it does not always turn out well, according to Linda Palmetzhofer.
The trade union Handels will visit Normal stores and talk to employees about their working conditions.
Several key questions remain unanswered regarding the extent of Normal's alleged labor violations. It is unclear what specific actions Normal will take to address the alleged exploitation of minors and interns, or how widespread the reported camera monitoring and forced unpaid work is across the company's stores. Whether any legal investigations or regulatory actions have been initiated against Normal based on these allegations has not been confirmed, nor has the number of employees affected by the alleged poor working conditions. The long-term impact of these revelations on Normal's continued business growth and reputation in European markets remains to be seen.