Action grows by a quarter, adds 12th country

Dutch non-food discounter Action managed to raise its annual sales by 27.8 % to 11.3 billion euros last year. This month, its first store in Portugal will open, making the Iberian country Action’s twelfth European market.

Lowering prices

On a like-for-like basis, sales grew by 16.7 % as more people visited existing shops. In addition, the chain opened 303 new shops, including its 500th shop in Germany, its 300th shop in Poland and its 100th shop in Austria. The 800th French store was just too late to be included: that one opened in early January 2024. In total, Action now has 2,566 stores in eleven European countries, where an average of 15.3 million customers come to shop every week. In February, Action will open its first shop in Porto; more stores in Portugal are already planned.

CEO Hajir Hajji says the growth in 2023 shows how relevant Action is to customers. She points out that the chain managed to reduce the price of more than 2,500 products last year. The company also introduced its first fully circular product: a storage basket made of recycled plastic from return flows from its own operations.