Our History

Since 1993, we have been surprising customers with a wide range of products at the lowest price. We have grown from one small shop in Enkhuizen, the Netherlands to the fastest-growing discounter in Europe. Currently, we have over 2,918 stores in 12 countries, serving more than 18.7 million weekly in-store customers and 6.6 million unique online visitors on action.com and our app.

Growth throughout 2024

For Action, 2024 was another year of growth. We continued to create value for our customers, our colleagues and the economy by offering products from household necessities like laundry detergent and toilet paper to products that make daily life easier or more enjoyable – always at the lowest price. In 2024, we added 352 stores, which brought the year-end total to 2,918 stores across twelve countries.

Watch the video

Read all about our growth in 2023 in the Action Update