Action delivers continued growth
- Half-year net sales €7.3 billion, +18% versus same period 2024; like-for-like sales growth 6.8%
- 125 stores added, total number of Action stores now 3,043 stores in 13 countries
- Action celebrated the opening of its 3,000th store across Europe with customers, colleagues, suppliers and partners
- Action offered 1,905 colleagues internal promotions so far in 2025, supporting growth & development opportunities and Action expertise
Zwaagdijk-Oost, 24 July 2025 – Action, the non-food discounter, saw its net sales grow to €7.3 billion in the first six months of 2025, up 17.9% from 2024. Like-for-like sales growth was 6.8%.
Action added 125 stores and ended the period with a total of 3,043 stores in 13 countries. Every week, an average of 20.2 million customers visit an Action store for their everyday necessities. In Germany, now Action’s second largest market after France, the 600th store was opened in Bremen. In Poland, the 400th Action store was opened in Poznań. Action remains on track to achieve its target to add at least one store per day on average in 2025 and circa 370 stores in total.
“As the economic climate remains very challenging for many customers, they continue to rely on Action as their favourite store for everyday necessities at the lowest price,” comments Hajir Hajji, CEO Action. “We continue to attract more customers to our existing stores. At new stores we are often met by excited customers queuing up outside as they cannot wait for the opening. We also saw this in Switzerland, where we started in April and expectations were exceeded.”
Switzerland and Romania
The first Action store in Switzerland opened on 4 April, welcoming thousands of enthusiastic customers. Since then, four more stores were opened across the country attracting the same interest from customers.
Action is preparing to open stores in Romania. The opening of the first store in Pitești in southern Romania is planned for 24 September this year.
Celebrating 3,000 Action stores across Europe
On 5 June, Action opened its 3,000th store in Italy. This achievement was celebrated across Europe in all stores with customers, colleagues, and with suppliers and partners. Action customers enjoyed special offers. Colleagues at Action received a one-off net payment of up to €300 and a special anniversary gift as a token of Action’s sincere gratitude for their dedication. During a European supplier event Action shared and discussed its progress on market expansion and the Action Sustainability Programme with its suppliers.
Progress Action Sustainability Programme
Action officially opened its 16th distribution centre in Europe and the first one in Spain, three years after opening a first store in Spain. Every aspect of this distribution centre in Illescas, from construction materials to installed equipment, has been designed with the highest sustainability requirements in mind. As a result, the facilities were certified ‘Outstanding’ by BREEAM, the leading international certification for sustainable building construction. This is now Action’s standard for all new distribution centres.
As part of its sustainability programme, Action is committed to long-term partnerships that support children to have a safe, healthy and fulfilling start in life. Coinciding with the celebration of opening its 3,000th store, Action donated €100,000 to each of its partners SOS Children’s Villages and the Johan Cruyff Foundation. Action also established a new long-term international partnership with the Prinses Máxima Centrum Foundation to support their mission to cure every child with cancer, with optimal quality of life.