A popular Danish discount retailer appears set to open a new store in Waterford city centre.

NORMAL is advertising for a Store Manager for what it describes as a “new store” on Great George’s Street in Waterford.

The retailer is already expanding rapidly across Ireland, having opened its first Irish store in Dublin last year, followed by outlets in the Northside Shopping Centre in Dublin, Cork and Mullingar.

NORMAL is known for its distinctive “treasure hunt” style of shopping, with stores featuring a maze-like layout and thousands of products at fixed low prices.

Its range includes beauty and personal care products, skincare, haircare, makeup and oral care, as well as household products, snacks and drinks.

The chain has attracted significant attention on social media since arriving in Ireland, with its constantly changing range including well-known international brands alongside newer and trend-led products.

NORMAL says it was founded in Denmark in 2013 and has since grown to more than 1,000 stores across a number of European markets.

The company’s Irish jobs website currently lists a Store Manager position for Waterford, with the location given as George’s Court Shopping Centre. The separate job advertisement specifies Great George’s Street as the location for the new store.

WLR understands the retailer may occupy the former Argos premises on Great George’s Street, although this has not been officially confirmed by NORMAL.

The Waterford City Centre Facebook Group, which is run by members of the Waterford Business Group, has also welcomed news of NORMAL potentially coming to the city.

WLR has contacted NORMAL seeking confirmation of its plans for Waterford and further details on the proposed store.