Action is keeping up its huge growth this year: the discounter saw its sales rise over 30 % in the first nine months. The chain is now also lowering product prices.
Towards 2,500 stores
Net sales rose 30.5 % to 7.9 billion euros, mostly caused by its continued expansion: the Dutch non-food discounter added another 153 shops since the start of the year, bringing the number of shops to 2,416 in eleven European countries. There were also some milestones: the discounter opened its 500th shop in Germany, its 100th in Austria and its 50th in Italy.
Even without those new stores though, sales increased by 19.2 % as the number of customer visits increased, partly thanks to price cuts in the range. CEO Hajir Hajji therefore announced further price cuts: “Since last summer, we see that the trend of higher purchase prices has been reversed, which has already allowed us to reduce the price of more than 900 items (15 % of our range), sometimes by more than 10 %.”
For its 30th anniversary, Action gave its employees an anniversary bonus. In September, the chain will also launch its first circular product in Benelux shops: a storage basket made of recycled plastic from its own operations. More launches of circular products will follow later.
