Action News

Zwaagdijk-Oost, 6 November 2025 – Action has been voted Best Retail Chain and Retailer of the Year 2025 by Dutch consumers. With its promise of small prices and big smiles, Action has once again won the hearts of the public.

This weekend, 750 Action colleagues and suppliers joined the TCS Amsterdam Marathon for the 10th year — and our first as co-sponsor.

We are happy to share that Action has been awarded by the F.A.Z. Institute as “Germany’s Most Desirable Employer 2025” in the non-food discounter category.

On 12 June, Action celebrated the opening of our first distribution centre in Spain, located in Illescas.

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

Zenova: award-winning sun protection

From today, customers can buy a limited-edition tote bag in all Action stores across Europe. The proceeds of this special tote bag will be donated to Action's international charity partners SOS Children's Villages and the Johan Cruyff Foundation. SOS Children's Villages and the Johan Cruyff Foundation are long term partners of Action to support children grow up in a safe and healthy environment.

On Thursday 20 February, Action lost two beloved colleagues in a fatal stabbing in one of our stores in the Czech Republic. We are shocked and deeply saddened by this senseless act of violence. Together with all Action colleagues, we would like to commemorate our deceased colleagues and take a stand against all forms of violence by observing one minute of silence. This will take place in all our stores, offices and distribution centres on Thursday 27 February at 10:00 CET. We ask for your understanding.

Action, the fast-growing non-food discounter, opens its first store in Portugal on Thursday, February 29th. The company’s first Portugal store opens in Vila Nova de Gaia, in the Porto district, and more stores will open in other regions before the end of 2024. Portugal is the 12th country where Action operates.