Thirty years of Action have resulted in fantastic stories in so many areas: in our stores, from our customers and, of course, from our suppliers, some of whom have been working with us since the very beginning – such as Nino Schulpen, director and Frank Smith, sales at Schulpen Schuim.
Made by Schulpen Schuim, the yellow cloths were sold at the very first Action store. “I thought to myself then, I wonder how this will turn out”, says director Nino Schulpen. Looking back now, I think we can say they did well. Rather well, in fact.
Nino, can you briefly tell us what you supply to Action?
“Our company specializes in sponges and cloths we manufacture under our own labels, such as Multy. Only one product has its own name: Action.”
That sounds interesting, do explain.
Frank: “Well, our pack of ten yellow cloths with the Action logo on it is the very first private label we supplied to Rob Wagemaker back in 1993. It’s still on the shelves, exactly as it was back then. It’s a very successful product. I’m really proud of that.”
Can we get back to your collaboration with Action for a moment? How did that come about?
Frank: “When Rob Wagemaker set up his own business, he approached certain suppliers and invited them to his kitchen table, literally, in Hoogwoud. He said: ‘Do you want to see my store?’ And I thought, okay, it’s one store, but it was this huge, impressive building. A sign had just been put up that said Action on it. Then I thought, I wonder how this will turn out.”
It didn’t go quite like you thought, did it?
Frank: “Well, it did and it didn’t at the same time. Because he had a really good feel for business. He had a really good idea of the prices at which he could buy and sell products – without compromising on quality. The price is important at Action, but quality is paramount. We still see that no-nonsense and practical approach at Action.”
Yes, is that typical of Action? Or to put in other words, what do think makes Action special?
Nino: “People in North Holland are very much down to earth, and I think that quality really shines through at Action. Even though Action is now huge, everyone still has their feet firmly on the ground.