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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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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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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