Non-food discounter makes its debut in Spain

First store opens in Catalunya

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

“Girona is the perfect starting point for our market entrance into the Spain. Our store is located in a fantastic, varied retail environment, offering a modern ambience and lots of parking spaces for our customers. We will open several new stores in the Catalunya region in the next couple of weeks to reach even more customers,” adds Monique Groeneveld, General Manager Start-Up countries, who is currently in charge of Spain.

Spain has a new player on the retail market. Action is a fast-growing international non-food discount retailer which started in the Netherlands in 1993. Its concept has already proven successful in nine countries: the Netherlands, Belgium, Luxemburg, Germany, Austria, Poland, France, Czech Republic and Italy. Action is now taking its first steps into its tenth country.

“Spain is a very interesting country for us. Not only is it close to existing markets and can easily be integrated into our supply chain. It’s an economically strong country with a good infrastructure and Spanish customers tend to be cost-conscious, whilst appreciating good quality products. That is why we believe that Spanish customers will embrace our concept with our low prices and Action’s surprising and dynamic product range”, says Hajir Hajji, CEO of Action.

Action concept

With more than 6,000 products on the shelves, Action offers a broad range of products at low prices – at least 1,500 products sold in Action stores cost less than 2€ . Surprise is a key element of the shopping experience in Action stores. Spanish customers will now experience this excitement first-hand: two-thirds of the assortment changes constantly, with over 150 new items introduced each week. – The product range, with items from over 350 well-known brands and more than 70 private labels, consists of 14 categories: decoration, DIY, toys and entertainment, stationery and hobby, multimedia, household goods, garden and outdoor, laundry and cleaning, pet, sport, clothing and linen.

Proud partner of the Johan Cruyff Foundation

Action is proud partner of the Johan Cruyff Foundation. The Cruyff Foundation supports and develops high-impact sport and play projects worldwide. They focus on children and young people for whom sport is not self-evident. Together, Action and the Cruyff Foundation give children the space to develop themselves, to make friends and to improve their physical and mental health. “We are proud that we can support the Cruyff Foundation in its activities to help children to play sports. We are delighted to be able to help them develop, gain confidence and bring out the best in themselves,” says Hajir Hajji.

For Action’s store opening Soufiane Touzani, a well-known freestyle footballer and ambassador of the Cruyff Foundation, shared his tricks with kids from the area. Touzani attended a special event in a Cruyff football court in front of the store.

Sustainable progress every day

Sustainable sourcing and production are key to enable Action’s future and responsible growth. The non-food discounter has a simple and efficient business model that combines quality and sustainability at low prices. The scale and opportunity to provide customers with good, responsible value at the lowest price is demonstrated by an increasing number of sustainable products on the shelves. Action continuously improves the quality and sustainability, not only of its products, but also of its stores. All Action stores will operate on 100% renewable energy by the end of 2022. This store uses 100% LED light and smart meters to reduce energy use. Action will issue an update on its sustainability ambitions early 2022.