Celebrating store 3,000 with our charity partners

On 5 June we opened our 3,000th Action store. We celebrated this with our customers, colleagues, suppliers and partners.

The collaboration with our international partners is part of the Action Sustainability Programme, which consists of four pillars; People, Product, Planet and Partnership. For the partnership pillar we focus on children around the world because they are the future, and we believe all children have a right to grow up in a safe and loving environment.
With SOS Children’s Villages we supported 12,977 children in Action markets and Asia. With the Johan Cruyff Foundation we share a common goal: to encourage children to get active. We want to give kids, in the neighbourhoods where we are located, a safe space to play sports. From 2025 onwards we will create sports courts across Europe.

In celebration of our 3,000th store, we have sold limited-edition tote bags in all our stores, raising €200,000. We were very happy to be able to donate this amount to our partners by presenting them both with an extra donation of €100,000 each.

Princess Máxima Center Foundation as third new partner 
We are also proud to announce that we have welcomed the Princess Máxima Center Foundation as our new long-term partner. The foundation is dedicated to curing every child with cancer, with the best possible quality of life.
Action will support their activities to make a difference for children with cancer in all Action countries. To start the partnership, we donated €100,000. Starting next year, this partnership will be introduced across all markets, in line with our collaborations with SOS Children’s Villages and the Johan Cruyff Foundation.