Action opens 200th store in Belgium

New milestone for fast-growing non-food discounter

On the morning of Thursday 28 October, Action opened its 200th store in Belgium, located in the city of Mechelen. This contributes to the non-food discounter’s steady growth. Eleven new stores have been opened this year, including stores in Brussels, Zelzate and Charleroi.

The first Action store in Belgium opened in Rijkevorsel back in 2005, which was also the first store outside of the Netherlands. “Since then, consumers have embraced our attractive, low priced range and we’ve become a fixture in the Belgian retail landscape. It’s impossible to imagine life without us”, says Judia Elkadi, General Manager Belux at Action Belgium.

As a retailer proving that consumers still love to head to stores in person in large numbers, Action is ready for the future. “Our stores are the heart of the Action formula – customers come to us for their household essentials as well as low-priced items to give their home that extra special touch. Thanks to our amazing range, customers also enjoy heading to our stores for a day out”, says Judia Elkadi. “Continuing to expand the number of stores therefore remains key to our growth strategy. We want to keep working towards making sure everyone has an Action store close by.”

The 200th store opened in the brand-new, sustainable Malinas shopping centre in Mechelen and becomes the second Action store in the city. Action expects to announce another store opening before the end of the year, to make it 12 new stores in Belgium this year.

Action is also increasingly focusing on offering sustainably produced goods in its product range. To this end, Action works with partners such as the Better Cotton Initiative (BCI), FSC and Fairtrade. At present, 71% of paper and wood products and 90% of cotton products are of sustainable origin, with the goal to reach 100% for both types of product by 2025. For its ownbrand chocolate, Action will only offer Fairtrade-certified products from 2023.