Our History

At Action, we stand for small prices, big smiles. For almost 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 2100 stores in 10 countries, serving more than 12 million customers every week. And Action.com is visited by another 8 million people every week.

Growth throughout 2021 and 2 milestones early 2022

For Action, 2021 was another year of growth. Despite the COVID-19 pandemic, 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 267 stores, which brought the year-end total to 1,983 stores across nine countries.

Early 2022 we crossed the milestone of 2,000 stores and opened our first store in Spain. Which brought the total up to ten countries where people can find our stores. The below video gives a short overview of our growth in Europe over the past years.

Watch the video

Read all about our growth in 2021 in our annual update