This is Action

This is Action

Action was founded in 1993. We have grown quickly by focusing on one promise: good-quality products at the lowest prices. Today, we have more than 3,300 stores. Our assortment includes 6,000 products. These range from daily necessities like detergent and deodorant to items that make life easier or more enjoyable, such as candles and home decorations. All good-quality products and increasingly sustainable.

We keep prices low by working efficiently and managing costs carefully. This helps more customers afford the products they need.

Small prices: in our formula and in our culture​

We’re able to keep our prices low by offering selections from 14 different product categories. Every one of our stores carries the same product assortment. Because of our size, we can buy these products in large volumes. And that means we can pass on the savings we make to our customers, lowering our prices wherever possible.  Two-thirds of all our sold products are priced below €2.​ We also do business as simply as possible and use standardised processes – that makes our supply chain very efficient. We are also very cost conscious. Most of our stores are located just off the high street and we do not overspend on marketing. After all, every cent counts.

Big smiles: ever-changing product assortment​

What sets us apart is our commitment to providing an ever-changing range of daily necessities, along with products that make daily life easier or more enjoyable. Candles or pillows for instance turn a house into a home. Meanwhile, our gardening or DIY tools help fix household jobs. Our approach blends surprise and enjoyment with a commitment to good-quality products at the lowest prices. We offer Action private label products and supplier-branded items, as well as well-known consumer A-brands. And every week, we introduce 150 new products to our stores. This keeps our offering to customers surprising, up-to-date and relevant – and means we can adapt quickly to changes in customer demand. ​

It’s Action colleagues who make the difference​

Our colleagues are the beating heart of Action. More than 84,000 colleagues work in our stores, distribution centres and offices. We invest in training, development and a welcoming work environment where teamwork and respect matter every day.

It is important to us that our colleagues enjoy working at Action – because of the teamwork, the strong customer focus, and pride in being part of the Action brand. We all work together to grow Action. And as Action grows, we all develop and grow with the company.

It’s important that our workforce is as diverse as the communities around our stores and distribution centres. We believe having different perspectives adds value. We offer everyone a chance to work for Action, regardless of their background. With colleagues from 166 different nationalities, Action provides work opportunities for a vast and growing number of people.​

The Action formula​

We have one recognisable brand, one store experience and one operating model. Our formula is the same across all our stores:

  • As a non-food discounter, we offer 6,000 good quality and increasingly sustainable products at the lowest prices across 14 different categories.
  • We offer everyday necessities or products that make daily life easier and more enjoyable.

  • Around two-thirds of our range is flexible; one-third is fixed. We introduce 150 new products every week. This keeps our offering to customers surprising, up-to-date and relevant – and means we can adapt quickly to changes in customer demand. Two-thirds of all our sold products are priced less than €2. Our products are supplier brands, Action’s own private labels, and well-known consumer A-brands.