Action 2024 net sales grow 21.7% to €13.8 billion; like-for-like growth 10.3%

• Net sales 2024 up 21.7% to €13.8 billion
• Like-for-like sales growth 10.3%, driven by a growing number of customers visiting existing stores
• In the fourth quarter of 2024, Action reduced more than 650 prices; Action’s sales growth is driven by volume growth
• In 2024, Action added 352 stores and now operates 2,918 stores in 12 European countries
• Action welcomes an average of 18.7 million customers per week
• Action plans to open its first stores in Switzerland and Romania in 2025

Zwaagdijk-Oost, 30 January 2025 – Non-food discounter Action today announced its sales development for 2024. Net sales grew to €13.8 billion in 2024, up 21.7% from 2023. Like-for-like sales (excluding new stores) grew by 10.3% thanks to more customers visiting existing stores. This underlines Action’s importance as a destination store for its customers to buy their daily necessities. In 2024, Action also added 352 stores, ending the year with a total number of 2,918 stores in 12 European countries. On average, 18.7 million customers visit an Action store every week.

In the fourth quarter of 2024, Action continued to pass on price advantages to customers by reducing more than 650 product prices. This key principle of Action has led to significant customer growth. In 2024, Action’s sales growth was solely driven by volume.

Hajir Hajji, CEO of Action: “In 2024, we welcomed an average of 18.7 million customers per week, 3.4 million more customers than the year before. Such customer growth is only possible with our strong formula and great teamwork. At Action, we truly put our customers first! This makes me both proud and grateful, and I would like to thank all my colleagues for their great work. It also makes me excited for this year, as we plan to welcome customers in two new countries, Switzerland and Romania. 2025 will be the first year that we enter two new markets in a single year!”

During the first half of 2025, Action plans to open its first stores in Switzerland, both in the German and French-speaking regions, followed by the opening of the first Action store in Romania in the fall.

Growth as an employer

Action’s development leads to significant growth in the number of colleagues employed. In 2024, Action added 10,641 jobs, up from 8,988 new jobs in 2023. The company now employs a total of 79,681 colleagues of 151 nationalities.

Action is investing significantly in development opportunities. Last year, 3,507 colleagues were promoted to a new position, up from 3,183 in 2023. This allows Action to retain expertise and experience, strengthening the Action culture as our colleagues benefit from the opportunity to take on more responsibilities.

Action established the Action Scholarship Fund to help colleagues finance part of their children’s educational needs. The scholarship fund is open to all Action employees.In 2024 Action supported 179 Action families in seven countries with scholarships for educational expenses such as tuition fees, tutoring and learning materials.

Progress in the Action Sustainability Programme

Action has made considerable progress with the Action Sustainability Programme. Among other things, the company is expanding its existing Fairtrade partnership and will be the first international retailer to commit to paying the Living Income Reference Price for cocoa for all of Action’s own chocolate brands (like Choco Moments). The required investment will significantly increase Action’s existing Fairtrade contribution. Action will assume all additional costs, so consumer prices will not be affected.

Action has already been selling Fairtrade certified chocolate for all of Action’s own chocolate brands since 2022. This ensures farmers can invest in, for instance, more sustainable farming methods. By extending the existing partnership and paying a living income premium over the next three years, Action and Fairtrade are establishing a new ‘Action x Fairtrade Cocoa Fund’. The fund, set up to help farmers and their families from two cocoa cooperatives in the Republic of Côte d’Ivoire earn a living income, will, for example, finance educational opportunities.

Action will publish its Annual Update, a comprehensive performance update including the progress of the Action Sustainability Programme, on 20 March 2025.