This is Action

Action is the fastest growing non-food discounter in Europe, offering 14 million customers an ever-changing variety of 6,000 products in 2,300 stores every week. Another 6.5 million customers visit each week. The essence of Action: small prices. big smiles. feeling good.

Our assortment offers daily essentials as well as products across a range of categories that are important to our customers and their families in their day-to-day lives. It is important that we make sure our customers feel good about their visit to our stores.

We are proud to offer quality at the lowest possible price. Low prices provide accessibility across a wide range of customer groups. People from all walks of life visit our stores. The Action store appeals to a very broad range of customers, from people on a budget, to those who just enjoy access to great value across a range of everyday items.

One brand, one format, one operating model

Action started almost 30 years ago with one small store in Enkhuizen, the Netherlands – and has been on an amazing journey ever since. The growth continues across Europe and we opened our 2,000th store in Prague and our first store in Spain at the start of 2022.

Small prices: in our DNA and in our culture

We can offer our assortment at small prices because of our focused range of 14 different categories. This allows us to buy large volumes from our suppliers and partners in Europe and Asia. Efficiency is part of our DNA, and our business model is both simple and efficient.

14 categories

Big smiles: relevant essentials

Big smiles are part of our shopping experience because our customers truly love Action. What our customers say makes them feel good is that Action offers an ever-changing assortment of daily essentials as well as surprising new products, tailored to seasonal needs.  It is our believe that candles, notebooks and home decoration can be as essential to a customer as laundry detergent, toothpaste or underwear.

The element of surprise and fun, combined with good quality at the lowest price. That is what makes customers feel they have access to what they need for their homes or as a present for family, friends or themselves. In addition to Action private labels and supplier-branded items, we offer products from 380 popular consumer brands, including Philips, Panasonic, Coca-Cola, Pampers, Nivea, Dove and Rexona.

Feeling good: our people make the difference

Our people are the backbone of Action. Ensuring they feel good about working at Action. Action colleagues say they enjoy: the teamwork, customer focus, working with their leaders and feeling proud to be associated with our brand. At Action we provide work for a large and growing number of people in eleven European countries. Nearly 80,000 people from 136 nationalities are employed by or through Action. Above all, we offer everyone a chance to work at Action, regardless of education, gender, ability or background.

Past and future success built on a simple, healthy business model

As a healthy, financially stable non-food discounter, we offer 1,750 articles for less than €1 and the average selling price of our entire range is €2.20. With happiness we see our customers leave our stores knowing that they did their shopping at the lowest possible price. In 2021, Action invested €183 million in the expansion of the store network, distribution centres and infrastructure. In this way, we are also able to invest in our employees and their careers, in our systems, and in new and increasingly sustainable products.

The customer is at the heart of everything Action does. Action has a simple business model that works – for our customers, employees and shareholders. We are proud to play our part in offering low-cost quality to a very broad range of customer groups. As a non-food discounter we must stick to our formula and never forget to put the customer first – making sure that they keep coming back. And they do.

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