The essence of Action:
Small prices. Big Smiles.

At Action we have several private label brands. One of them is Alvira Skin Care. All products under this label are 100% vegan, dermatologically tested and take care of every type of skin perfectly for a good price.  Our Alvira skin care range consists of various skin care products, such as fresh face wash, micellar water (awarded with the Editors’ Choice in the Belgian Beauty Award 2021), makeup remover, day cream and more

As a leading retailer, it comes as no surprise that our products are the largest impact contributors. We therefore invest in sustainable sourcing and production to enable our future and responsible growth. Our collaboration with impact organisation Circle Economy generates company wide insights into where our products stand on circularity. With the insights from circularity baseline assessments per category we can assess how circular our 14 product categories are.

In 2021, Action achieved sales of €6.8 billion. This represents growth of 22.7% compared to 2020. Thanks to 267 new stores, including stores in Italy, and two new distribution centres in Poland and Slovakia, Action approached the 2,000-store milestone, which the chain reached in the first month of 2022. This makes Action the fastest growing non-food discount retailer in Europe. At the same time, Action is making progress with its sustainability programme. By then end of 2024, all stores will be gas free. By 2030, Action expects to reduce absolute emissions from its own operations by 50% compared to 2020. In addition, Action is working on initiatives around the circularity of its products, especially items with the highest sales volume.

In addition to the opening of Actions new store in Girona, Spain, Action closes a three-year collaboration agreement with the Johan Cruyff Foundation. The Cruyff Foundation supports and develops high-impact sports and leisure projects around the world, focusing on children and young people for whom sport is not an evidence.

Europe’s fastest-growing non-food discounter opened its first Spain store in Girona on the February 8, 2022. Action successfully surprises customers with a broad, ever-changing assortment and the lowest prices in over 2,000 stores across Europe.

It has been almost 30 years ago since Action started with just one small discount store in Enkhuizen, the Netherlands. And we are very proud to say that on the 17th of January 2022 we opened our 2000th store in Prague!

The Board of Directors of Action announced on November 2, that Sander van der Laan will be stepping down as CEO of Action to be succeeded by Hajir Hajji, currently Commercial Director and member of the executive management team. The handover marks the next phase of development for Action, in which continued commitment to its customers and significant growth will be coupled with the further implementation of Action’s digital and sustainability strategy.

On the morning of Thursday 28 October, Action opened its 200th store in Belgium, located in the city of Mechelen. This contributes to the non-food discounter's steady growth. Eleven new stores have been opened this year, including stores in Brussels, Zelzate and Charleroi.

The international non-food discount store-chain Action arrives in Italy. Starting from Vanzaghello in the Milanese area and Turin, the retailer aims to open at least a total of five stors within the next 3 months. For every store 20 local jobs will be created, a total of more than 140 employees will be hired until the end of this year. Currently, Action employs around 70 employees in Italy. Action surprises millions of customers in more than 1,700 stores across Europe with low prices and a broad offer of essential daily products as well as products that make life easier, more colourful or just more fun. The stores will open its doors to the public on Thursday, April 22nd with all relevant safety and hygiene measures in place.