Action raises sales by a quarter, profit by a third

Non-food discounter Action saw its turnover grow by almost a quarter last year, gross profit even increased by a third. The Dutch chain recently reached two milestones: it is now active in ten countries, with over 2,000 stores.

“Future growth must be sustainable”

2021 was a year of remarkable growth for Action: the discounter opened 267 new stores and two new distribution centres in Poland and Slovakia. The brand started in Italy as its tenth market and expanded significantly in Czechia. The expansion yielded huge results: turnover rose by 22.7 % to 6.8 billion euros, while operating profit rose by 36 % to 828 million euros. Last year, the chain also expanded digitally for the first time, launching its own app and conducting its first tests with e-commerce. The retailer has not announced what its concrete plans are.

CEO Hajir Hajji nevertheless also focuses on sustainability: Action has the scale and the ability to make sustainable products accessible to everyone. That is why the discount retailer is focusing on sustainable sourcing and production as “key to future growth”. Earlier than expected, the chain is already purchasing 70 % of its wood products and 86 % of its cotton more sustainably. That should be 100 % by 2024. In 2030, the company’s own activities should also reduce its carbon emissions by half.