Frank Quix (Q&A) looks back on 2025: growth diamonds, parcel fever, and the shadow of AI

Not all that glitters is gold; a number of Benelux retailers are shining brighter than ever, even now. For Frank Quix of consulting firm Q&A, 2025 was a retail year of sharp contrasts: “We have a few exceptional growth stars, but also structural concerns that we can no longer ignore.”

Dutch retail stars continue to shine

From a Dutch perspective, Action’s growth is particularly striking. The discounter’s comparable sales rose by “only” 6.3%, but in 2025 it broke through the 3,000-store barrier and entered two new countries. “There are hundreds of retailers who would kill to achieve even those flattened figures,” laughs Quix. According to him, Action proves that simplicity and operational discipline pay off. “By opting for simplicity and not making things more complicated than necessary.”