Joe Lynam

And see that it's legit.

Yes.

David, thanks so much for coming in.

That's David Curtin, the Chief Executive of .ie.

Breakfast Business with Enterprise Ireland on Newstalk.

Breakfast Business with Enterprise Ireland on Newstalk.

My next guest runs a giant Danish retailer which claims to sell all the things that you cannot do without in your everyday life and should not be missing from your shelves at home.

They include, of course, toothpaste, makeup and shaving products.

The chain, which has almost a thousand stores in 10 countries, is called Normal and it says its prices are abnormal.

Abnormally low, I presume.

Now it's opening in the ILAC Centre in Dublin today and Jakob Marbjerg,

is the chief executive of Normal, and is sitting in front of me.

Good morning.

Good morning.

And the maze basically is to tempt them.

It's to keep them moving at a slow pace to tempt them with various different things.

Now, how do you afford or how can you sell well-known brands from abroad?

Colgate or shaving products from Gillette, whatever it is, at prices which might be below the supermarket.

Do you do above-the-line advertising, normal advertising, kind of on TV and radio?

And there are similar stores from rival companies also from Scandinavia.