Action growth continues despite global economic unpredictability

• Net sales increased 14% to €4 billion in the first quarter of 2026; like-for-like sales growth 3.6%
• Strong customer growth: +12.4% to an average of 22.2 million customers per week
• 33 stores added; 3,335 stores in total across 15 countries, on track to add at least 400 stores across Europe in 2026
• Action voted ‘Favourite Retail Brand of the French’ for the fourth year in a row

Zwaagdijk-Oost, 14 May – Net sales at non-food discounter Action increased by 14% to €4 billion in the first quarter of 2026, compared to the same period last year. Like-for-like sales growth was 3.6%.

Action continued to attract more customers year on year, underlining the strength and appeal of its formula. On average, 22.2 million customers visited Action stores each week during the quarter, an increase of 12.4% compared to the same period in 2025.

Customers continue to value Action’s formula of good-quality everyday products at the lowest prices. This positions the company well for further growth, particularly when consumer confidence recovers.

Hajir Hajji, CEO of Action, commented: “In uncertain times, consumers are more careful with their spending. Everyone has noticed that the cost of groceries has increased significantly. At the same time, more and more customers continue to turn to Action for good-quality daily necessities at the lowest price. A growing customer base gives us a strong foundation for the future. We have reduced almost 1,000 prices and will continue to focus on price reductions to ensure customers can afford the products they need.”

Strong customer appreciation and employer recognition
Customer appreciation for Action is reflected in the awards the company received during the quarter. In France, Action’s largest market with more than 900 stores, the company was named ‘Favourite retail brand of the French’ (Enseigne Préferée des Français) for the fourth consecutive year. With consumer sentiment under pressure in France, this recognition highlights the strong position Action holds with French customers.

As a responsible employer, Action is proud of its more than 80,000 people who support customers every day. In recognition of being a good employer, Action received several HR awards in Germany, Poland and Italy during the first quarter.

International expansion
Action continued to make progress with its international expansion, opening its first two stores in Croatia, its 15th market, to strong customer enthusiasm. The opening of the first store in Sesvete (Zagreb) delivered the second-highest first-day sales of any Action to date, reinforcing confidence in the market’s potential.

In September, Action plans to enter its 16th market, Slovenia, with the first store set to open in Velenje, near Ljubljana.

In the first three months of 2026, Action added 33 stores in total and is on track to achieve its ambition of adding at least 400 stores across Europe in 2026. At the end of the quarter, the company operated 3,335 stores in 15 European markets.

Investments in the supply chain and sustainability
To support its rapid growth, Action continues to invest in its supply chain. During the first quarter, the company started operations at a new distribution centre in Ferentino, Italy. The building has been certified ‘Outstanding’, the highest BREAAM building sustainability rating, and is Action’s third distribution centre in Italy.

As part of its sustainability programme, Action reaffirmed its social commitment by opening two sports courts in the Netherlands in partnership with the Johan Cruyff Foundation. Located near Action stores, the courts provide children with safe, well-maintained spaces that support an active and healthy lifestyle.

Following the opening of a first Cruyff Court in Paris last year and two in the Netherlands this quarter, Action will also support the construction of courts in Spain and Germany later this year.