Action sees sales rise 22 % despite price cuts

Action saw its net revenue increase 21.7 % last year to 13.8 billion euros. This growth is solely driven by volume increases, the retailer says. This year, the non-food discounter plans to enter two new countries.

Two new markets in one year

The chain succeeded in raising its sales despite price reductions; in the fourth quarter, Action lowered more than 650 prices, attracting more customers. Comparable sales grew 10.3 % last year, thanks to a higher number of customers in existing stores. The chain welcomed an average of 18.7 million customers per week, 3.4 million more than the previous year.

Last year, Action opened 352 new stores, bringing the total to 2,918 stores in twelve European countries. In the first half of the year, the retailer plans to open its first stores in Switzerland – in both the German-speaking and French-speaking regions. In the autumn, the first Action store in Romania will follow. “2025 will be the first year that we enter two new markets in one year”, CEO Hajir Hajji proudly announced.

Action’s growth also leads to a significant increase in the number of employees: the retailer added 10,641 new jobs last year, compared to 8,988 in 2023. The company now has 79,681 employees of 151 nationalities.