NORMAL brings its unique Danish retail concept to Ireland with first store opening in Dublin

Danish retail favourite NORMAL opens its doors in Ireland for the very first time this week, bringing its fun and unique shopping experience to Dublin’s ILAC Centre. The new store opens to the public on Wednesday, 19 November at 8.30 am, marking the next step in NORMAL’s rapid European expansion, with over 950 stores across 10 markets.

Since opening its first store in Denmark in 2013, NORMAL has become a much-loved destination for shoppers across Europe. The brand is known for offering everyday essentials, popular branded products, and new surprises every week, all at fixed low prices.

The first Dublin store spans 600m² and invites shoppers to go treasure hunting through a maze-like layout packed with favourite brands in beauty, personal care, household items, snacks, and more. With 5,500 products in its permanent range and over 100 new arrivals each week, every visit offers something fresh to discover, making it a true treasure hunt for everyday essentials.

Opening Day Highlights – What Shoppers Can Expect
When NORMAL officially opens its doors to the public this week, shoppers can look forward to plenty of opening-day excitement. The first 10 customers in line will each receive a €30 NORMAL gift card to spend in-store, with plenty of surprises waiting inside. To keep the energy high, DJ Maria Lawlor will be performing live throughout the day, creating a fun and upbeat atmosphere for shoppers exploring Ireland’s first NORMAL store.

Adding to the festivities, there will be 1,000 giveaways available for the first customers, along with a chance to win an entire pallet of NORMAL products. Shoppers can also take part in interactive giveaways, including the ‘TADAAA Ticket’ competition, inspired by the classic golden ticket, where one lucky customer who purchases a NORMAL shopping bag will find a hidden ticket inside and win a €334 gift card.

Visitors can also try their luck at the ‘NORMAL Shopping Bag Size Checker’ giveaway: if your shopping bag can’t fit inside the special size checker, you’ll win a free product on the spot. Throughout the day, there will be sampling of drinks, great music, and a lively atmosphere to celebrate NORMAL’s arrival in Ireland.

Speaking ahead of the launch, NORMAL CEO, Jakob Frølich Maarbjerg stated: “We’re thrilled to open our very first store in Ireland and bring the NORMAL experience to Dublin shoppers. Our mission is to make shopping both fun and affordable, offering great brands, everyday products, and a sense of treasure hunting every time customers visit. We look forward to giving our Irish customers a great shopping experience and offering them branded goods at fixed low prices. Whenever we open in a new country, we’re always overwhelmed by the warm and positive response from customers – and we’re so excited to see how Irish people will embrace the NORMAL concept.”

NORMAL’s broad offering, which spans 5,500 products across brands like L’Oreal, Maybelline, Nivea, Gillette, Colgate, Garnier, Nescafe, Oreo, Vanish and Finish, ensures that there is something new to discover every week, from trending beauty products seen on social media to emerging international brands, making quality, on-trend products accessible to everyone. Some of the hero products include:

·         Body & Skincare: A broad selection of popular K-beauty brands sits alongside favourites like Malibu and Vaseline, as well as exclusive ranges such as PUCA Pure & Care, offering affordable serums with active ingredients, and Miqura Glow body oils with shimmer. The category also features fun finds from YES! Studio and a variety of body and foot care essentials.

·         Makeup: Trend-led, price-entry cosmetics, gel polish, and a wide range of false lashes and nails.

·         Hair Care: From The Curl Company and & Honey (a cult Japanese brand) to The Hair Project, an exclusive styling line.

·         Fragrance: From everyday body mists to high-end and popular Arabian perfumes, offering something for every taste and budget.

·         Snacks & Drinks: A diverse mix of Asian snacks and drinks, alongside many other classic favourites

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.