Customer growth drives Action net sales to €16 billion in 2025 (+16.1%)

• Net sales growth to €16.0 billion (+16.1% compared to 2024)
• On average 21.6 million customers shopped at Action every week (+15.5% compared to 2024); like-for-like sales increased by 4.9%
• A total of 384 stores were added in the year, exceeding the growth target of at least one store a day; Action ended 2025 with 3,302 stores in 14 countries and opened 3 new distribution centres
• Action created more than 4,500 jobs in 2025 and offers secure jobs and development opportunities to 84,246 colleagues
•In 2026, Action aims to capture growing customer demand by adding more stores than last year and entering two new markets: Croatia and Slovenia

Zwaagdijk-Oost (the Netherlands), 29 January 2026 – Action, the non-food discounter, closed 2025 with net sales of €16.0 billion, up 16.1% compared to 2024. Like-for-like-sales growth was 4.9%. Sales growth was driven by a continued increase in the number of customers, with an average of 21.6 million customers shopping at Action each week in 2025, up from 18.7 million in 2024.

Hajir Hajji, CEO Action, comments: “Last year, we once again delivered on our commitment to offer good-quality products at the lowest price. As many families face rising costs and economic uncertainty, they depend on us for the products they require. Others simply choose not to spend more than they need to. This is evident in our solid customer growth, and I am sincerely grateful to all Action colleagues for their dedication in supporting all our customers every single day.”

Expansion continues
In 2025, Action exceeded its store-growth target of opening at least one store a day, adding a total of 384 stores and ending the year with 3,302 stores in 14 countries. During the year, Action successfully launched in Switzerland and Romania, closing the year with 8 stores in Switzerland and 6 in Romania.

“We are very proud to have opened more than one store a day in 2025, bringing the Action formula to more customers than ever. Their appreciation is what drives us forward,” says Hajir Hajji. “This was also reflected in the many customer awards we received last year. In the Netherlands, our home country where it all began, we proudly won ‘Retailer of the Year’. And in France, where we have grown into a leading retailer in just over 13 years, we were honoured to be named ‘Enseigne préférée des Français’ (Favourite brand of the French people) for the third consecutive year. We see awards like these as invaluable customer feedback.”

Action will continue to invest in its formula in 2026 to ensure that even more customers can benefit from its good-quality products at the lowest price. The ongoing expansion across Europe is expected to lead to more store openings than in 2025, along with two new market entries: Croatia and Slovenia.

Record number of jobs and high engagement
As Action continues to grow, it is investing significantly in creating new jobs and providing employment and development opportunities for 84,246 colleagues. In 2025 alone, Action added 4,565 new jobs and promoted 3,705 colleagues internally. Its workforce represents 166 nationalities, mirroring the communities in which Action’s stores and distribution centres operate.

Results from Action’s 2025 biennial employee satisfaction survey showed employee engagement continues to grow, well above retail industry benchmarks.

Action Sustainability Programme
In 2025, Action’s near-term emissions reduction targets were validated by the Science Based Targets initiative (SBTi). This confirms that the company’s climate goals are aligned with the Paris Agreement objective to limit global warming to 1.5 °C.

Action expanded its partnerships, focusing on the well-being of children. In addition to the ongoing partnerships with SOS Children’s Villages and the Johan Cruyff Foundation, Action now supports the Princess Máxima Center Foundation in its markets, contributing to its mission of curing every child with cancer. Action also extended its partnership with Fairtrade, becoming the first international retailer to ensure that cocoa farmers involved in producing Action’s private label chocolate can earn a living income.

Action will publish its Action Update 2025, a performance update including progress on the Action Sustainability Programme, on 26 March 2026.