Our History

At Action, we stand for small prices, big smiles. For more than 30 years throughout history, we have been surprising customers with a wide and surprising range of products at the lowest price.

And we are far from finished

Since 1993, we have grown from one small shop in Enkhuizen, the Netherlands to the fastest-growing discounter in Europe. Currently, we have over 2,300 stores in 11 countries, serving more than 14 million customers every week. And Action.com is visited by another 6.5 million people every week.

Growth throughout 2022 and 1 milestone early 2023

For Action, 2022 was another year of growth. We continued to create value for our customers, our employees and the economy by offering low prices and surprising products. Throughout the year, we added 280 stores, which brought the year-end total to 2,263 stores across ten countries.

Early 2023 opened our first store in Slovakia. Which brought the total up to eleven countries where people can find our stores. The below video gives an overview of our growth in Europe over the past years.

Watch the video

Read all about our growth in 2022 in our annual update