Normal’s Rapid Growth in Finland Begins to Stabilize
The Danish discount retail chain Normal has made significant strides in Finland, expanding its footprint rapidly over a short period. Yet, as noted by the business publication Kauppalehti, this remarkable growth is beginning to plateau.
Shops adorned in inviting turquoise offer a wide range of everyday essentials, from shampoos and face creams to an assortment of snacks, candies, and pet treats—many of which are not available in other Finnish stores.
Kauppalehti highlights that Normal’s annual turnover surpassed 200 million euros in the fiscal year ending in July. While this represents a commendable growth of around 14 percent, it pales in comparison to the explosive growth rates of 44 percent and over 150 percent recorded in the preceding periods.
Operating profits are showing signs of fatigue, as well. Last fiscal year, profits comprised only 7.7 percent of net sales, down from 9.8 percent in the previous year.
Normal’s rapid rise in Finland began in 2021, with its inaugural store opening at the Sello shopping center in Espoo. Today, the chain boasts nearly 100 outlets across the country.
Heikki Peltola, a seasoned observer of retail markets for over 35 years, characterizes Normal as a “sensation” with an “unusual story.”
“Normal stands out as different and surprising, which is precisely what consumers seek—something far from the mundane. Their marketing resonates with people, often infused with humor that some might find perplexing,” Peltola remarked to Kauppalehti.
Market analyst Ahri Kivilahti also commended Normal’s trajectory, illustrating that the chain has already eclipsed Finnish home goods retailer Jysk in business volumes. He predicts that Normal may soon surpass established players like Stockmann and R-kioski.
Despite the current slowdown, Kivilahti asserts, “Normal is a remarkable success story in Finland.”
Investing Trends Among Finns
According to the Swedish-language daily Hufvudstadsbladet, Nordea Bank has emerged as the most favored investment on the Helsinki Stock Exchange, boasting over 350,000 individual shareholders, a figure that continues to climb.
Finnish investors show a distinct preference for blue-chip companies known for offering substantial dividends, as reported through figures from Euroclear. Other popular investment choices among Finns include tech giant Nokia, financial group Mandatum, and energy provider Fortum.
Sari Lounasmeri, CEO of the Finnish Foundation for Share Promotion, notes that Finnish investors tend to hold onto their stocks for extended periods, a trend she perceives positively.
Investors are also gravitating toward a more diversified approach, seeking to spread their risks across various sectors. This strategy shields portfolios from the adverse effects of a single underperforming company.
A recent survey by Danske Bank revealed noticeable gender disparities in investment habits. Men generally invest and save at nearly double the rate of women, amassing an average of 42,400 euros compared to women’s 22,800 euros.
Moreover, women are more inclined to invest in fashion brands like Lindex and Marimekko, while men typically favor companies in defense and forestry sectors, such as Summa Defense and Ponsse, according to HBL.
Influenza Cases on the Rise
As the influenza season progresses, the Institute for Health and Welfare (THL) suggests we are nearing the peak of the ongoing pandemic, with an uptick in cases expected post-Christmas or early next year. This surge, particularly evident in care facilities, has raised concerns among health officials.
“The situation was relatively calm just a week or two ago, but we’ve since observed a marked increase in employee absences,” noted Hans Gardström, chief physician in South Savo’s well-being services.
The spread of flu cases—impacting both hospital wards and outpatient settings—has progressed more swiftly than in previous years, and the epidemic seems to have arrived slightly earlier this season.
“The spread is rapid once it gains entry into a unit,” Gardström explained.
As the peak looms, the data paints a concerning picture. A recent heat map illustrates confirmed influenza cases across Finland, with Central Ostrobothnia reporting the highest numbers.
Authorities have recorded over 3,240 cases of influenza A, while only a handful of influenza B cases have been confirmed, according to THL. Gardström advises anyone experiencing flu symptoms to remain at home and limit interactions with others.