ACTION RESULTS 2025: STRONG GROWTH AND PROGRESS SUSTAINABILITY PROGRAMME

• Net sales growth to €16 billion in 2025 (+16% compared to 2024; like-for-like sales growth 4.9%)
• Operating EBITDA +14% to €2,367 million
• Action Sustainability Programme: continued progress on SBTi-validated emissions reduction targets, further improvements in product quality and expanded support for children
• In 2026, Action plans to add at least 400 stores and enter two new markets: Croatia and Slovenia
  Action plans to enter Bulgaria in 2027 and is preparing for a launch in the United States in late 2027 or early 2028

Zwaagdijk-Oost, 26 March 2026 – Action, the non-food discounter, today published its 2025 performance and sustainability update.

In 2025, Action’s net sales increased by 16% to €16 billion, driven by continued customer growth to a weekly average of 21.6 million customers. Like-for-like sales growth was 4.9%. During the year, Action added 384 new stores and ended 2025 with a total of 3,302 stores across 14 countries. Operating EBITDA increased by 14% to €2,367 million (2024: €2,076 million).

Action also continued to invest in its people, creating 4,565 new jobs in 2025. By year-end, the company provided stable employment to 84,246 colleagues representing 166 different nationalities – a strong reflection of the communities in which Action operates.

Reflecting on 2025, Action CEO Hajir Hajji commented: “In 2025, our teams across Europe worked tirelessly to serve more customers than ever before. We have become a trusted shopping destination for millions of customers in 14 countries, and the number of people discovering the Action formula continues to grow rapidly. At the same time, I am proud of the progress we made together through our sustainability initiatives. These achievements reflect who we are: a company that cares deeply about its customers and the colleagues who welcome them every day with good-quality products at the lowest price.”

Progress Sustainability programme

In 2025, Action’s near-term science-based greenhouse gas emissions reduction targets were validated by the Science Based Targets initiative (SBTi), confirming that its climate ambitions are aligned with the Paris Agreement objective to limit global warming to 1.5 °C.

By year-end 2025, Action had achieved a 56% reduction in greenhouse gas emissions from its own operations (scope 1 and 2) compared with the 2021 baseline, on track to meet its 75% reduction target by 2030. For emissions generated through the production and supply of products (scope 3), Action closed 2025 with 15% of suppliers (by emissions) having validated near-term science-based emissions reduction targets, a strong start towards its goal of reaching 80% by 2029.

Continued investments in product quality and sustainability resulted in over 99% certified sustainable sourcing for the cotton, timber, cocoa, coffee, and palm oil used in Action’s in-scope private- and white-label products. Action also exceeded its target for recycled plastics for these products, reaching 37% recycled plastics compared with a target of 35%. The packaging goals for these products were met with 100% sustainable cardboard, the complete elimination of PVC and black plastic from primary packaging, and a 29% reduction in overall packaging weight across the fixed assortment.

Action further strengthened its focus on children’s well-being. Through its collaboration with SOS Children’s Villages, more than 17,000 children now receive support annually. In partnership with the Johan Cruyff Foundation, Action also began building safe sports courts in several neighbourhoods where its stores are located, encouraging children to be more physically active.

In addition, Action established a partnership with the Princess Máxima Center Foundation, supporting international child cancer research, cure and care. The company also extended its collaboration with Fairtrade, committing to enable cocoa farmers supplying Action chocolate products to earn a living income, thereby supporting more sustainable farming and improved livelihoods for farming families.

Expansion continues

To meet growing customer demand, Action plans to add at least 400 stores to its network in 2026 and enter two new markets. On 11 March, Action opened its first store in Croatia, followed by a second store eight days later. Initial customer response has been very positive, with long queues forming outside the stores. After the summer, Action also plans to open its first store in Slovenia.

To support its expansion, Action will open three new distribution centres in 2026, located in Italy, Spain and France.

Looking ahead to 2027, Action announced its intention to continue its European growth by entering Bulgaria, which will become its 17th market. Action has also completed an in-depth market study of the United States, demonstrating clear potential for the Action formula. The company aims to open its first U.S. store in the south-east by the end of 2027 or early 2028, following the same disciplined, step-by-step approach that has guided its European expansion. The ambition is to open 100 stores by the end of 2030. In preparation, Action is currently establishing a U.S. organisation, combining local expertise with experienced Action leaders.