On Wednesday, 26 August, the new store opened at the La Vie Shopping Centre, adding another location to the retailer’s growing network in Portugal.

Normal is known for its distinctive maze layout, where customers move through a winding route lined with products from a wide range of categories.

This concept is designed around discovery, with the selection regularly changing and new items appearing alongside familiar brands.

Abnormal prices

At the new Caldas da Rainha store, shoppers can find makeup, skin and haircare, personal hygiene products, household cleaning supplies, as well as snacks and international drinks.

The retailer promotes its range under the slogan “abnormal prices”, referring to its strategy of offering well-known products at consistently low prices.

“We are very happy to continue expanding our presence in Portugal and to now arrive in Caldas da Rainha, with a new shop at La Vie Caldas da Rainha”, Isabel Balsas, Director of Normal in Portugal, said. “We want to provide our customers with a fun, different and surprising shopping experience, where they can discover a wide variety of products and recognised brands, always at low and consistent prices.”

Browsing experience

The retailer entered the Portuguese market in 2022 and has been steadily increasing its network since then.

Normal now has more than 800 locations across Europe, with operators in markets including Portugal, Spain, France, Italy, the Netherlands and the Nordic countries.

The company places considerable emphasis on the experience of browsing rather than following the traditional discount supermarket model, combining everyday essentials with seasonal products, beauty items, confectionery and other imported goods so customers can discover different products from one visit to the next.

As reported by NiT, the new Normal at La Vie Caldas da Rainha is open from 10 am to 11 pm, seven days a week.