Action Growth Continues: 27.8% Sales Growth to €11.3 Billion

• Net sales for 2023 up 27.8% to €11.3 billion
• Like-for-like sales growth of 16.7%, mainly due to customer growth in existing stores
• 303 new stores; totalling 2,566 stores in 11 European countries, with on average 15.3 million customers per week
• First store in Portugal to open this February

Action, the non-food discounter, realised net sales of €11.3 billion in 2023, up 27.8% from 2022. The like-for-like sales growth of 16.7%, mainly due to more customers shopping in existing Action stores, demonstrates the strength of the Action formula. Action added 303 new stores in 2023. The company now welcomes an average of 15.3 million customers a week.

Action celebrated several milestones in 2023. Action opened its 500th store in Germany, its 300th store in Poland and its 100th store in Austria. In France, Action was named the favourite retailer of the French people (‘Enseigne Préférée des Français 2023, according to an EY-Parthénon survey, conducted in January 2023) and, early January 2024, opened its 800th store in France.

Action is also developing its digital presence. The focus is on providing product information and inspiration to customers for an enjoyable in-store shopping experience. In addition, Action’s engagement with customers via social media continues to grow through fan pages and customer posts that inspire others to enjoy the Action experience. Action also expanded its e-commerce business, which was launched in the Netherlands in 2021, to Belgium. Action’s growth means the company is creating more jobs in the communities in which it operates. The company employed 69,040 engaged and dedicated people by the end of 2023, a growth of 8,988 compared to 2022.

Hajir Hajji, CEO of Action, comments: “Our growth in 2023 shows how relevant the Action formula is to our customers. They clearly like what we offer: daily necessities and inspirational products that make everyday life easier or more enjoyable, all at the lowest price. Lowest prices are in our DNA. Last year, we even managed to reduce the prices of more than 2,500 products, to the satisfaction of our customers. In the end, that’s what everyone at Action cares about most: making customers happy. I would like to sincerely thank all colleagues for their tremendous efforts to achieve this.”

Action Portugal

In February, Action will open its first store in Porto, Portugal, Action’s 12th market. More openings in Portugal are already planned, so customers across Portugal will soon be able to experience the benefits of shopping at Action as many other European customers already do.

Action’s Sustainability Programme

In 2023, Action continued its sustainability programme. The company introduced its first fully circular product: a storage basket made of recycled plastic from Action’s own operations. In addition to an e-truck pilot in the Netherlands and Germany, Action’s 150 own trucks in the Netherlands now run on HVO 100 fuel. This reduces emissions by up to 90% compared to fossil fuels. The company remains on track to meet its 2030 ambition to reduce the CO2 emissions from its own operations (scope 1-2) by 60% in 2030 compared to the 2021 base year while taking into account the company’s growth.

Action will present a comprehensive update in March 2024.