Danish retailer ‘Normal’, which is expanding into Estonia, will consider expanding into Lithuania

The Danish discount chain “Normal”, which is preparing to enter the Estonian market, is considering expansion into Lithuania, the “Verslo žinios” portal reported on Friday.

A spokesperson for the retailer told the website that she could not share any information about expansion plans in Lithuania, but added that it “is definitely a great idea” and that they would consider it.

According to the website, “Normal” is recruiting staff in Estonia; last year it established a presence in Italy and Ireland; this year, shops have opened in Austria, Slovakia and the Czech Republic; and soon the first shop will open in Romania as well.

As reported by “Verslo žinios”, the retailer, founded in Denmark in 2013 and currently operating in 14 markets, has seen its net profit more than triple over the last five years to €120.3 million, whilst its revenue has increased 3.7-fold, from €397 million in 2020–2021 to €1.476 billion in 2024–2025.

“Normal” sells cosmetics, personal care products, household goods, snacks, drinks, cleaning products and various seasonal goods.