Normal, which opened its Italian subsidiary in March 2025, now has five outlets between Milan and Rome. Founded in Denmark in 2013, Normal, with almost 900 shops in Europe, has been a resounding success in France with 210 shops and a turnover increased from €9 million to €347 million in 4 years (2020- 2024).
In France, it opens a shop every 9 days with the aim of reaching 1,000 (today Action has almost 900 in France. source: Le Monde).
The Danish chain sells mainly personal care products. It also has sweets.
With Action, it proves that simplicity, speed and standardisation in a small format can be successful.
In Italy perhaps, given the speed of the French subsidiary, development will have to be accelerated.
Drafted on 15 December, updated on 16 December 2025
