Norma wants to expand in Germany

Store network to be increased in major urban regions.
The independent discounter Norma, Fürth, wants to increase its presence in major urban regions in Germany. The group now has 1,200 stores most of them in south-western Germany.

Elsewhere in the country it stands very much in the shadow of the country's major discounters. It has been very cost-conscious about new stores up to now with the result that many have simply not been able to match those of the "big boys".

It often took over stores that its discount or supermarket competitors had given up, and this did nothing to improve its image. The standard of many of the Norma stores was nowhere near many Aldi or Lidl stores.

Concept works

Norma seems now to be ready to invest more to improve matters. 50 new stores and 50 relocations are planned for each year. "We can manage this kind of development because we are continuing to expand," is the company's policy.

"We will be putting down roots in many of the country's conurbations this year," says managing director Armin Rehberg. "Our corporate policy is just as popular elsewhere in Germany as in our home region," he adds.

He is proud to point to the latest GfK figures, where Norma's 8 per cent increase is well above that of other, weaker discounters. Although people who know the trade well agree that Norma has done well, they do feel that this figure is too high.

New ideas take off

The group has done much to improve its ranges; two new umbrella brands "Bio Sonne" and "Nimm's leicht" are expected to attract health-conscious consumers.

The group is not at all worried that it might be at a disadvantage against its competitors. "I don't think that we are being charged any more than our competitors," says Rehberg. There might be one or two brands where slight differences are being made but, seen overall, Norma is in a positive position.

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