Action opens 3,000th store in San Rocco al Porto (LO) in Italy

• Action opens its 157th store in Italy
• The new store in San Rocco measures 867 square metres and hires 20 employees

San Rocco al Porto, 5 June 2025 – Action, the non-food discount retailer, opens its 3,000th store in Europe, which is the 157th store in Italy, in the Italian town of San Rocco al Porto in the southern part of Lombardia.

Nowadays, Action welcomes an average of 18.7 million customers every week in 3,000 stores in 13 European countries. They enjoy the Action formula: a selection of 6,000 good quality and increasingly sustainable products in 14 product categories (ranging from toys and crafts to household products, and from gardening to DIY and food) at the lowest price. Action introduces 150 new products weekly, ensuring a relevant assortment catering to various needs and preferences. More than two-thirds of all products cost less than 2 euros.

“Action started 32 years ago with a small discount store in Enkhuizen, the Netherlands. Ever since, Action has been expanding from country to country. Two months ago, Action opened a first store in Switzerland. Right now, we are preparing a first store in Romania in the autumn of this year as well. Opening our 3,000 store in a country where our customers welcomed us so enthusiastically is extra special. The store in San Rocco al Porto in Lombardia is our 157th store in Italy, just four years after we opened our first store,”  states Hajir Hajji, CEO of Action. “Our success is built on our formula and the commitment and engagement of our teams and partners, which we are very proud of. I want to thank our customers, our colleagues, our suppliers, and everyone else who supported us”

Action is continuously investing in product quality and sustainability. Action’s mid-term science-based greenhouse gas reduction targets are approved by SBTi. Action also maintains clear supplier and sourcing standards. Products are improved by reducing their carbon footprint and increasing their circularity. Examples include all Action-branded and white-label cotton products, that are sustainably sourced – 99% under the Better Cotton programme with the remaining 1% sourced as organic cotton. 100% of the timber used in our products came from sustainably managed forests, either under the FSC® or PEFC. All cocoa used in Action-brand products has been Fairtrade since 2022.

Spacious and easily accessible, the new store is based on Strada Statale 9, Via Emilia 100 and measures more than 867 square meters. The store provides work to a team of 20 colleagues. The store is open from today onwards, from 08:45 am to 21:30 pm, Monday to Saturday and from 9.00 am to 20.00 pm on Sunday.

To celebrate the 3,000th Action store in Europe and the 157th store in Italy, customers visiting the store in San Rocco al Porto have the chance to win prizes by spinning a wheel of fortune on the opening day.