Making sustainability accessible

Every day, we dedicate ourselves to delivering products that go beyond compliance with safety and quality standards. Our commitment extends beyond mere sourcing; we actively prioritize societal and environmental interests throughout our supply chain processes all while ensuring our products remain accessible and affordable for all. Moreover, we’re constantly innovating to enhance product circularity, while actively mitigating the harmful effects of packaging pollution. By prioritizing the use of renewable materials and reducing packaging waste, we’re working towards a more sustainable future.

  • 98% of factories in high risk countries were assessed on social impacts through social audits and spot checks.
    Ethical Sourcing Policy updated and implemented.
  • 100% transparency on technical, safety and social compliance for all our private label suppliers.
  • 92% sourcing of timber products with FSC/PEFC certification and 100% of cotton sourced following standards like BCI/organic/recycled
  • 100% of our own brand cocoa products sourced as Fairtrade.
  • 100% of private label packaging recyclable by 2022 (no PVC or black plastics).

Responsible sourcing

Action operates a vast and intricate global supply chain, spanning fourteen diverse product categories. We hold a steadfast commitment to environmental stewardship, human rights, and fair labor practices. Recognizing our capacity to foster positive social and environmental outcomes through our global supply chain, we prioritize transparency and accountability. Essential to responsible sourcing is a thorough understanding of the origins and production methods of the products we procure. That’s why we’re dedicated to achieving full transparency throughout our supply chain, urging suppliers to align with our rigorous sourcing policies. We actively map our products to their respective factories and gauge our impact by monitoring the percentage of factories assessed for their social and environmental practices.

Action’s product management

Action categorises it products in 14 product categories: Garden & Outdoor, Household, Linen, Toys, Personal Care, Laundry & Cleaning, Food & Drinks, Sports, Clothing, Stationery & Hobby, DIY, Decoration, Multimedia and Pets. However, we also make a distinction between white label and private label products. Our private labels are products that are manufactured and sold exclusively at Action. Our white label products are manufactured and packaged by a supplier and sold by Action and other companies under various brand names. In addition, we sell well-known A-brands.

Exceeding goals on cotton and timber

The responsible sourcing policies are implemented through third-party certification with strategic partners such as FSC, PEFC, Better Cotton and Fairtrade. We already achieved 100% sustainable sourcing for cotton and 94% for timber. In the past years, we have prioritised timber and cotton, in our efforts to create positive impact for the raw materials we use.  In 2023, we have achieved using 100% sustainably sourced cotton products for all our Action-branded and white-label cotton products, followed by sustainable timber in 2024.

100% of own brand cocoa products are sourced via Fairtrade

We are proud of the fact that 100% of our own brand (private label) cocoa products are sourced via Fairtrade. In 2021, we added a cocoa policy with concrete targets and a strategic action plan for our own brand chocolate products. Through this commitment, we want to provide cocoa farmers with a better income, dignified working conditions and the possibility to invest in their communities.

Read more about our policies for Responsible Sourcing

Sustainable labels to guide customers

We’re proud to expand our selection of certified sustainable products, providing our customers with an ever-growing array of environmentally-friendly options. On our shelves, you’ll discover an increasing variety of products adorned with sustainability labels, including FSC and PEFC for timber goods, Fairtrade for chocolate treats, Rainforest Alliance for coffee delights, and OEKO-TEX for textiles.


To enhance our commitment to circularity, we’re focusing on enhancing at least five products from each of our top 50 items across fourteen product categories. This strategic approach allows us to enact meaningful change on a significant scale. Already, we’ve successfully improved products across ten categories. Using the Circular Transition Indicators framework, we evaluate the circularity of these products by examining their design, usage, and end-of-life stages. Depending on each product’s functionality, we identify specific circular improvements to implement.

Social compliance

Ensuring transparency within our supply chain is vital for monitoring social compliance and identifying potential risks. We collaborate closely with our suppliers, key partners, and stakeholders to strengthen the resilience of our supply chain. Our focus is on achieving complete transparency throughout our supply chain and securing supplier commitment to our sourcing policies. Through rigorous factory audits and ongoing follow-ups, we ensure that both our branded and white label products adhere to our standards.

By 2025, we aim to achieve 100% transparency across our white label assortment. Our commitment to transparency extends to independent third-party audits conducted annually on factories working with Action. These audits serve to verify compliance with our Ethical Sourcing Policy, reinforcing our dedication to ethical business practices.


We embrace our responsibility to reduce the waste impact of packaging by making choices with regard to alternative packaging, using different materials, less packaging material or using another design. In 2022, we achieved our target of 100% recyclable packaging in our private label assortment. By 2025, all our packaging excluding A-brands, will have to be recyclable.

Our packaging policy applies to both our product and transit packaging. The aim of the policy is to reduce the negative social and environmental impacts of packaging within our supply chain. By reducing the amount of packaging waste and establishing circularity in all packaging.

Read more about packaging