Normal opens new store in Kajaani, Finland attracting large crowds

Danish discount chain Normal has opened its doors today in Kajaani. On the morning of the opening day, hundreds of people were queuing in the city center. The store distributed free bags containing Normal’s products to those waiting, with many participants admitting they came specifically for the giveaways.

Vilma Hänninen, who works at Normal, noted that handing out free bags in the chilly weather was quite cold work. “There is always a queue at most openings I’ve attended,” she remarked. Oona Keränen continued to wait in line even after receiving a bag, planning to explore the store’s offerings further.

Normal’s business model focuses on impulse purchases to boost sales. The chain has strategically opened stores in city centers and shopping malls, attracting potential customers who might be tempted to enter on a whim. Johanna Valli, the country manager for Normal in Finland, estimates that about 20% of Normal’s sales in the country stem from impulse buys.

“It’s a fun little store; you can find all sorts of nice trinkets,” shared Petra Kyllönen, who was also in line in Kajaani. Previously, Normal had no stores in Kainuu, with the nearest location in Iisalmi. According to the chain, the trading period there has exceeded expectations over the past year and a half.

Earlier this year, Yle reported that Normal was exploring locations in Kajaani. At that time, Valli saw Kajaani as a potential city for a store, but a suitable retail space had yet to be identified. Normal, specializing in beauty and hygiene products, opened its first store in Finland in 2021, making Kajaani the chain’s 91st outlet in the country.