.webp)
Supernormal, founded by Fernando Usera, Almudena Peña, and Inés Usera is a chain of organic neighbourhood supermarkets in Madrid, operated by Supernormal al Detalle, S.L.U. (formerly Entrepinos S.L). Its three stores are in Chamberí, Plaza de Cataluña and Serrano. Each store combines groceries and a café. They sell certified organic produce from small local suppliers, own-brand products made in the group's workshops, and breakfast and lunch made with organic ingredients.
To continue expanding in Madrid, Supernormal plans to open two new stores, in El Viso and Pozuelo de Alarcón, through Supernormal Flagship Stores, S.L., a company created by Supernormal to open and run them. Supernormal Flagship Stores is raising 900.000€ in equity in exchange for 50% of its capital. As of October 2026, five investors had committed 600.000€. Of the remaining 300.000€, 100.000€ are being raised from other investors currently in conversation with the company, and 200.000€ have been reserved for Goparity investors — people aligned with Supernormal’s purpose, including existing customers and anyone who wants to take part in the company’s growth.
Investors taking part through the platform will do so through a convertible note: an agreement under which they commit their capital now and receive shares in Supernormal Flagship Stores at a later stage. The note is used because the vehicle that will hold these investors' shares as a single block is still being set up. Once it is in place and the capital increase is formalized before a notary, the note converts into shares. Conversion is planned within the next four months.
The company's vision is to be the supermarket for people who look for quality food and care about traceability, origin and the impact of what they eat. Its brand line, "what's done well tastes better", is the principle that guides every part of Supernormal's business. Its starting point is the founders' view of the food sector. In their view, the food industry is set up to suit producers, intermediaries and retailers more than the people who eat the food. Fruit and vegetables are often chosen, grown and transported so they last longer and look good on the shelf, rather than for their flavour, nutritional value or environmental impact. They also note that customers who want an alternative often have to buy from several suppliers, in quantities and on delivery dates set by each producer. Supernormal's aim is to show that the whole weekly shop can be done in one place, as conveniently as at a conventional supermarket, without giving up quality or sustainability. The company sees organic food as a growing niche, with few competitors offering its mix of price, quality and format, a model that sits between the specialist health food shop and the organic shelves of large chains.
With these new openings, Supernormal aims to grow its presence in the city and become a reference point for quality, sustainable food in Madrid.
Supernormal al Detalle keeps the other 50% of Supernormal Flagship Stores and will manage the stores. The funds raised through this round will be used for:
As of October 2026, five investors had committed 61% of the round.
The company projects that the two stores will cover their operating costs , around 10 months after opening. This is the first time the group has used a co-investment company to open stores, and it intends to use the same structure for future openings.
The company bases its plans on the results of the existing stores. Customers have come mainly through location and word of mouth, with no significant spending on paid advertising.
The impact of the model comes mainly from how products are sourced and made. Supernormal sells certified organic produce from small local suppliers, and the company reports working with more than 150 of them. The group grows its own fruit and vegetables and makes its own-brand products. The company says these products are made without artificial flavourings or preservatives. Its examples include local apples on sale the day after harvest, free-range chicken raised without antibiotics, and pumpkin soup made with organic squash from its own garden. With each new store, these producers' products can reach more consumers through a short, local supply chain.
5%
Get a 5% discount on any of our masters in Kuestiona.com
Rewards are personal and non transferable
5%
Get a 5% discount on any of our masters in Kuestiona.com
Rewards are personal and non transferable
Improving the income and market access of small-scale food producers: Supernormal buys direct from the producer, always. More than 150 small national farmers, livestock keepers, dairies, bakers, cheesemakers and preserve makers supply the chain, and every one of them was found, visited and validated individually before their products reached a shelf. This financing takes the chain from three stores to five, and the promoter expects business volume, and with it the volume purchased from producers, to roughly double.
Promoting full and productive employment and decent work: the two new stores create around 18 permanent retail and kitchen posts in Madrid. These are year-round operating roles rather than seasonal work.
Promoting the sustainable management and efficient use of natural resources: four rules govern everything Supernormal sells, whether grown by the company or bought in: it is certified organic, it is produced in Spain, it is bought directly from whoever produced it, and it tastes good. Applied to the whole range of more than 800 products rather than to a labelled sub-range, those rules mean that every additional euro of turnover supports food produced without synthetic pesticides or fertilisers, in season, and close to where it is consumed. The company’s supply chain is intentionally short: products come from the Iberian Peninsula, with limited exceptions for crops that cannot be produced in Spain, such as coffee and chocolate, and they move directly from producer to shelf without intermediaries. This reduces transport distances, cold storage requirements and the environmental impact associated with year-round global supply chains, while encouraging seasonal consumption.
Supernormal also produces a significant share of the food it sells. Since May 2022, it has managed seven hectares of farmland in Tiétar, Cáceres, using regenerative agricultural practices, including crop diversification with more than 50 horticultural varieties in the 2024/2025 season, systematic crop rotation, permanent soil cover and the monthly application of natural hen and sheep manure. These practices improve soil health, support more efficient use of natural resources and reduce reliance on synthetic agricultural inputs, while supplying around 75% of the vegetables sold across the company’s stores.
Supernormal started with a problem its founders ran into in their own kitchens: it was hard to buy good food for everyday cooking that hadn’t travelled a long way to get there. Cherries from Chile in December were one example of what made little sense to them. When they looked more closely at the sector, they saw a supply chain that, in their view, had been organised around the needs of producers, intermediaries and retailers, rather than consumers. Food was grown and shipped to keep losses down and look good on the shelf, often at the expense of flavour, nutrients and environmental impact. Tasteless fruit, long supply chains and artificial flavourings and preservatives had become normal. The founders set out to build a supermarket based on a different standard, summed up in the line the company still uses: “what’s done well tastes better” (translated from “Lo bien hecho sabe mejor”).
Fernando Usera, Almudena Peña and Inés Usera founded the parent company, Supernormal, S.L. (originally Vega Usera Peña, S.L.), in Madrid in 2022.
The business grew one store at a time. The first three stores, in Pza. de Chamberí, Pza. de Cataluña and Calle Serrano, were funded from the group’s own resources and the cash the business generated. According to the company, each store was designed using what it had learned from the previous one. The product range has grown from 80 references at the first opening to more than 1,000 today. Over time, Supernormal also added its own production: a vegetable garden, two workshops for its own-brand products, a café, and a warehouse that distributes products from more than 150 small local producers.
Today, Supernormal combines groceries and a café in each of its neighbourhood stores, and grows and produces a large share of what it sells. The opening of two new stores in El Viso and Pozuelo de Alarcón marks the next stage on that path, and the first time the group has opened its capital to outside investors, through a dedicated co-investment vehicle set up to fund its growth.
Promoter website
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
diversified strategy Set your criteria once, and auto-invest will handle the rest. It matches your balance to new loan opportunities as they open, spreads it across projects automatically, and reinvests repayments as they come in. A consistent, diversified approach, without the manual effort.
Raise capital from a community of impact-focused investors.
Track projects, manage investments, and follow your returns.
.webp)
.svg)
.svg)
.svg)
.svg)
.svg)
.svg)
.svg)
