Action voted Favourite French Retailer for 2024

For the second year in a row, Action, the fast-growing non-food discounter, is elected Favourite French Retailer by the consulting agency EY-Parthenon as part of their annual ” Favourite French Retailer” study, which is unveiled today.

In addition to this first place, Action is also the winner in the “Daily products” category and confirms its strong position in the daily life of the French people.

“Our French customers like our formula: daily necessities and inspirational products that make everyday life easier or more enjoyable, all at the lowest price. Offering the lowest prices to our customers in our DNA. Last year, we reduced the prices of more than 2,500 products, and since January 2024, we already lowered the prices of 500 additional products in our assortment” states Wouter De Backer, General Manager of Action in France.  “We are honored to get this prestigious distinction for the second time in a row and want to thank everyone who contributed to such an achievement: our store employees, our loyal customers, and our suppliers.”

Action’s engagement to create a unique place to work leans on hiring the right people as well as career development for existing employees. In total in 2024, the company expects to hire more than 1,500 employees and aims to promote 866 in France. In 2023, 7,761 Action employees received training in France. Action is keen on attracting motivated people and helping them grow within Action’s environment.

Wouter De Backer explains: “Enabling our colleagues to grow with us is part of our success. We are convinced that internal promotions are a driver of engagement, retention, and recruitment. It is also key to preserving our Action values as we grow.”

Action employs more than 18,000 people in France and has over 800 stores in the country.

In 2023, Action made good progress on sustainability. The company further reduced GHG emissions of its own operations[1] by 11% in 2023. Action is on track to maintain the 2030 objective of reducing carbon emissions from its own operations by at least 60%[2]. Additionally, for many products quality and sustainability improved further. Striking examples include the Zenova Sensitive Sunmilk. The sunscreen is micro-plastics free, vegan, and coral reef friendly, according to international standards[3]. Zenova comes in bottles and tubes made of at least 50% recycled plastic.

[1] Scope 1 and 2 unther the Greenhouse Gas Protocol
[2] Compared with 2021 baseline
[3] Including European Chemicals Agency standards and legislation in Hawaii, introduced in 2018, banning sunscreens with substances harmful to the marine environment.