The essence of Action: small prices, big smiles

Welcome to Action! Starting in a small store 30 years ago in Enkhuizen, Netherlands, we've grown to become Europe's fastest-growing non-food discounter. With 2,608 stores and more than 15.3 million weekly customers, we offer a constantly changing selection of 6,000 products at unbeatable prices. Our diverse team of nearly 70,000 employees from 155 nationalities across 12 countries is dedicated to providing quality and sustainability.

Learn all about our achievements and our ambitions
Stores in 12 different countries2608

Stores in 12 different countries

Million customers visit our stores every week15.3

Million customers visit our stores every week

Different products6000+

Different products

Million customers visit Action.com weekly6.5

Million customers visit Action.com weekly

Action News & Press Releases

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03 July 2024

From invention to the Action stores: a smart painting solution for everyday use

Today Action launches its new product the ‘Brush Saver’ in all Action stores. The Brush Saver is a smart brush vacuum that keeps paint brushes in optimal condition and prevents them from drying out, making it possible to reuse again and again. This award winning invention has become the newest product on the shelves in The Netherlands from today. Action developed the product and made it ready to produce on a large scale.

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15 May 2024

Data breach

Action uses an external health & safety incident management system for its Dutch distribution centres and International headquarters. On 29 April 2024, illegal access was obtained to this system, and information from several companies including Action was retrieved.

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29 April 2024

Action opens its 3rd store in Paris

Action, the non-food discount retailer, opens its 3rd Parisian store, today to meet growing demand. This latest opening brings the total number of Action stores in France to 807.

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24 March 2024

Action voted Favourite French Retailer for 2024

For the second year in a row, Action, the fast-growing non-food discounter, is elected Favourite French Retailer by the consulting agency EY-Parthenon as part of their annual " Favourite French Retailer" study, which is unveiled today.

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21 March 2024

Action results 2023: continued growth and development

In 2023, Action's net sales increased by 27.8% to €11.3 billion, largely as a result of like-for-like sales growth of 16.7%. Action added 303 new stores and operated a total of 2,566 stores in 11 countries. Operating EBITDA increased by 34% to €1,615 million. Action created 8,988 jobs and employed 69,040 people of 155 different nationalities.

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27 February 2024

Action opens its first store in Portugal

Action, the fast-growing non-food discounter, opens its first store in Portugal on Thursday, February 29th. The company’s first Portugal store opens in Vila Nova de Gaia, in the Porto district, and more stores will open in other regions before the end of 2024. Portugal is the 12th country where Action operates.

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01 February 2024

Action Growth Continues: 27.8% Sales Growth to €11.3 Billion

Action, the non-food discounter, realised net sales of €11.3 billion in 2023, up 27.8% from 2022. The like-for-like sales growth of 16.7%, mainly due to more customers shopping in existing Action stores, demonstrates the strength of the Action formula. Action added 303 new stores in 2023. The company now welcomes an average of 15.3 million customers a week.

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16 January 2024

All Action Cotton is Responsibly Sourced

Action has achieved a milestone by only using responsibly sourced cotton. This reflects our commitment to environmentally responsible and socially conscious practices. 99% of our cotton is sourced as Better Cotton, and 1% is sourced as organic cotton.

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16 November 2023

Action opens its 2,500th store

Action, the fastest-growing non-food discounter in Europe, passes the 2,500th store mark with the opening of a new store in Madrid, Spain today.

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16 November 2023

Action opens its 2,500th store

Action, the fastest-growing non-food discounter in Europe, passes the 2,500th store mark with the opening of a new store in Madrid, Spain today.

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09 November 2023

Another Strong Quarter For Action, More Price Reductions Announced

Every week Action welcomes millions of price-conscious customers to its stores. Net sales for the first nine months of 2023 rose to €7.9 billion (+30.5%) as a result of Action's rapid international expansion and strong growth in existing stores. In the first nine months of 2023, Action added 153 new stores. The total number of stores grew to 2,416 in 11 European countries. The growth of existing stores (like-for-like) was 19.2%.

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26 October 2023

300th Action store in Poland

In the city of Elblag, Action opened its 300th store in Poland on October 26. Action, the fastest-growing non-food discounter in Europe, opened its first store in Poland in 2017 in Leszno.

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19 October 2023

Action opens first store in Rome, now 50 in Italy

Action opened its first store in the city of Rome on Thursday 19 October. This illustrates its strong expansion in Italy, reaching 50 stores and 1,000 employees in the country.

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06 October 2023

Action extends partnership with SOS Children's Villages to support vulnerable children

Action is pleased to announce the extension of its partnership with SOS Children's Villages, starting from January 1, 2024, for a period of 3 years. This partnership, which began in 2018, has proven to be a powerful collaboration dedicated to the well-being of vulnerable children worldwide.

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29 September 2023

Retailer of the Year Awards: consumers choose Action

Action's dedicated focus on customer happiness is once again awarded. In the prestigious Retailer of the Year awards, organised across various European countries, Action emerged as a winner in multiple categories, affirming its status as a beloved retail destination for shoppers.

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14 June 2023

Action opens its third distribution centre in Poland, in Zakroczym

Action, the fastest-growing non-food discount retailer in Europe, officially opens its third distribution centre in Poland today, located in Zakroczym. This is Action's 13th distribution centre in Europe.

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01 June 2023

Opening Action’s 5th distribution centre in France and 12th in total

Today, Michel Illac, Mayor of Ensues la Redonne, Hajir Hajji, CEO of Action and Richard Delgenes, Supply Chain Manager Action Logistic, opened the company’s fifth distribution centre (DC) in France. With this DC located in Ensues la Redonne, Action is taking a new step forward and strengthens its supply in France to live up to its ambitions.

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24 May 2023

Action opens its 100th store in Austria!

Today, 24 May, we opened our 100th store in Austria! This store opened in capital city Vienna and is the 22nd store here. Action has been active in this country since 2015.

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13 May 2023

All of Action’s own cocoa products Fairtrade-sourced

All of Action’s own brand cocoa products are made from sustainably grown and Fairtrade-sourced cocoa beans. This applies to all our fixed and seasonal assortment of chocolate. We are very proud of this achievement and we believe that we have the scale and opportunity to provide our customers with good quality, sustainable products at the lowest price possible.

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10 May 2023

Zenova sunscreen awarded with multiple prizes in Belgium and the Netherlands

Zenova's octocrylene-free sun milk for sensitive skin with SPF30 has been voted Best Buy and Best of Test in the category sun milk with SPF30 in Belgium. In the Netherlands the sunscreen was awarded Best Buy, Best in Test and Green Choice by the Consumers' Association (Consumentenbond) in the same category. Action’s Zenova products have a new sustainable formulation and are available from €2.39.

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29 November 2019

Action opens its 500th store in France

Today, Mr Cédric Roussel, Member of the third constituency of Alpes-Maritimes, Mr Franck Martin, Municipal Councillor Delegate for Trade and Markets of Nice and Mr Wouter De Backer, General Manager of Action in France, inaugurated the 500th Action store in France in Nice at the Nice Valley shopping centre.

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13 October 2016

Over 750 Action stores in Europe

Today Action will open its 100th store in Germany, in Lampertheim, while next week’s opening of a new store in Grenoble will bring the total number of French stores to 200. Action remains focused on international expansion and plans to open more stores before the end of the year. 

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14 April 2016

Action achieves sales growth of 32% and accelerates international expansion

Sander van der Laan, CEO Action, commenting on the 2015 results “Since the day I joined, I was struck by the energy, pride and enthusiasm of my colleagues, whose drive to grow the business and improve the customer experience has made Action the company it is today.

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