Design experience in Denmark: NORMANN

Katja Meriläinen, 22.10.2012

In Copenhagen I visited Normann, one of the biggest design retailers in Denmark. I had meeting with PR-manager Nathja Larsen who gave me a guided tour in the flagship store and told briefly about the company. Is it possible to find obvious differences between selling design in Denmark and Finland? Let’s ask her!


Normann has a wide range of different products: everything from  furniture to cooking books and shoes. Something for everybody, Larsen explains. Actually the whole store is a visual lifestyle-experience with its daily changing entrance installation and relaxing music.

Entrance installation

What are the key elements of success of Normann? According the PR-manager Nathja Larsen the wide range of different products is giving Normann a competitive advantage. We have many different things in our Flagship Store, and if customers want to, they can buy most things for the home and themselves in the store. Also visual impression is important. We put a lot effort in styling, says Larsen. In that way customers are able to imagine how furnitures and other items would look in their own homes. We also organize different kinds of events, also for families, here in our flagship store, she continues.


How about the challenges then? What kind of difficulties does a design retailer face in these days? You never know what customers like, Larsen tells. We need to be able to react fast. It is also important to have products ready to buy. If people have to wait for the product they want to come in stock for a very long period of time, they  might get tired of waiting for it eventually and buy something else instead.

Everything you need?

Current selection of clothes represents 15-20 different designers -chosen by heart

Danish people are however willing to buy Danish design and fashion. We want to keep money in our own country and support Danish designers, says Kalle Heimbürger, fashion buyer at Normann.

Something to learn for us maybe?

A great thank to Normann!

Text and pictures: Katja Meriläinen

My interest to design comes from my studies in craft and design. I’ve been wondering why Finnish design retailers often are not doing so well. Why aren’t we buying our own design? With my visit to Normann I wanted to see how Danish design is represented in one of the biggest design retailers in Denmark and what are the upcoming trends in their field. How they make it work is also how we can make it work.

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