Danish retail favourite NORMAL opened its doors in Ireland for the very first time last month, bringing its fun, original and treasure-hunt shopping experience to Dublin’s ILAC Centre. The launch marks a significant milestone in NORMAL’s rapid European expansion, with a second Irish store set to open in the Northside Shopping Centre in February.
The brand is known for offering everyday essentials, popular branded products, and surprising new finds each week, all at fixed low prices. The first Dublin store spans more than 600m² and invites customers to explore its signature maze-like layout, packed with beauty favourites, personal care essentials, household products, snacks, and more. Since opening, Dublin shoppers have been flocking to the store with excitement for the NORMAL experience, showing no sign of slowing.
One-stop shop for Secret Santa
With Christmas shopping now in full swing, NORMAL has quickly become a go-to destination for affordable festive gifts, stocking fillers, and office Secret Santa surprises. Thanks to its simple and agile retail model, the brand can bring trend-led products to market at speed, ensuring customers can always find fun, timely and on-trend items throughout the season.
With a permanent range of 5,500 items and over 100 new arrivals weekly, each visit offers something fresh to discover – a hallmark of NORMAL’s “treasure hunt” experience. The opening week drew huge interest, with queues to enter the store stretching as far as the Spire. NORMAL operates exclusively through physical stores, with no online retail offering.
Best-sellers and trend-led shopping
NORMAL’s range of products is anchored in personal care, health, beauty and household essentials, featuring well-known brands such as L’Oréal, Maybelline, Nivea, Gillette, Colgate, Garnier, Nescafé, Oreo, Vanish and Finish. Alongside these favourites, the store also stocks an extensive selection of Korean skincare, catering to the growing demand for trend-led beauty products.
NORMAL-exclusive brands, Puca Pure&Care, Alva, the Hair Project and Gel Polish Factory have already become early customer favourites. Their strong performance showcases the appeal of NORMAL’s blend of globally recognised labels and unique exclusives, ensuring shoppers always have something new to explore at fixed low prices.
A milestone moment for the brand
Speaking about the new addition to the ILAC centre, Barry Stokes, Sales Manager at NORMAL Dublin, said: “We’re thrilled with the reception to the NORMAL store opening in Dublin. Our mission is to make shopping both fun and affordable, offering great brands, everyday products, and a real sense of treasure hunting every time customers visit.
With the countdown to Christmas well underway, it has been fantastic to see lots of happy customers discovering festive gifts, stocking fillers, and Secret Santa surprises in our aisles. The response has been incredible, with strong interest in our exclusive brands such as Puca Pure & Care, Alva, The Hair Project and Gel Polish Factory. We’re also excited for the New Year as we continue to grow, including a new store opening in the Northside Shopping Centre.”
Since its beginnings in Denmark, in 2013 NORMAL has expanded rapidly across Europe, with stores now open in Denmark, Norway, Sweden, the Netherlands, France, Finland, Portugal, Spain, and Italy. Ireland is the latest addition, with more store openings in Ireland planned for 2026.
To keep up to date on the latest products available in store follow NORMAL on social media:
Instagram: @normal_ireland
TiKTok: @normal_ireland
