We are committed to delivering products that go beyond just compliance with safety and quality standards. We promote social and environmental benefits while ensuring our products remain accessible and affordable. We also work to increase product circularity – and reduce the harmful effects of packaging on the environment. By using more renewable materials and reducing packaging waste, we’re working towards a more sustainable future.
*Excluding A brands
Action operates a vast and intricate global supply chain, covering our 14 product categories. Throughout our supply chain, we’re committed to upholding environmental standards, human rights, and fair labour practices. Because of our size, we can bring about real social and environmental benefits through the products we buy. To do so, we need transparency – that means knowing exactly where our products are manufactured, by whom and under what circumstances. We want full transparency for our private and white label products, requiring our suppliers to abide by Action’s sourcing policies. To achieve this, we trace products back to their original factories and conduct regular audits to assess these factories’ social and environmental practices.
Read more about our policies for Responsible SourcingWe’re working to reduce waste from packaging – by phasing out non-recyclable packaging and replacing plastic packaging where possible with more sustainable materials such as wood, paper and cardboard. We’re also changing designs to reduce the amount of packaging we use. Since 2022, we have used only recyclable packaging for our private label products. By the end of 2025, we want 100% of our primary packaging to be made from recyclable materials.
Read more about packagingWhen we buy a product, we consider its circularity – i.e., how much recycled material it contains, or whether the product itself is recyclable. The more recyclable our products, the less goes to waste.
Currently, we’re focusing on at least five top-50 selling products from each of our product categories – this targeted approach allows us to increase circularity at scale.
Already, we’ve successfully improved products across ten categories. Using the Circular Transition Indicators framework, we examine products’ design, use, and end-of-life. So far, we have made significant improvements in linen, hobby and garden & outdoor products. Examples include our Comfibed duvets, containing 100% recycled polyester filling, our Sologic charging cable, made of more sustainable textile braiding, and our Van Bleiswijck paint tubes, containing 30% recycled content.
To reduce waste, we are also looking to make it easier to repair our electronic products. And under our Responsible Plastics Policy, we want to increase the share of recycled plastic in our products to 35% by the end of 2025.
Almost 50% of our suppliers are based in Europe; in fact, in several countries, we sell products of local origin. We also source products from China, India and other countries in Asia. We are looking to buy more products from wholesalers and importers closer to our stores to avoid possible supply disruptions and reduce our transport costs and environmental impact. We apply the same strict quality and production standards, irrespective of the source of our products.
We look to build long-term relationships with our suppliers – to ensure product quality and availability. Some of our suppliers have been with Action since we started in 1993. Four suppliers tell their inspiring stories about working with Action: