Action sales grow 30 %, expands eastwards

Dutch shooting star Action has recorded an impressive 30 % growth in 2022. The non-food discounter is increasingly setting its sights on Central Europe, but existing shops also continued to grow.

Expansion everywhere

Action ended 2022 with net sales of 8.9 billion euros, as much as 30 % more than a year earlier. The chain added 280 shops to its total of 2,263: not only in 42 new cities, but also in locations where the chain was already active. Action is increasingly opening smaller convenience shops in cities like Dordrecht (the Netherlands), Krakow (Poland) and Lyon (France).

Like-for-like growth (in shops that had been open for more than a year) even amounted to 18.1 %, partly due to the removal of Covid measures. Customers again visited more frequently and the number of transactions was higher. The frequency of visits increased as well, especially in the larger countries where Action has been operating for some time. With purchasing power falling and prices rising, Action has an increasing number of loyal customers, CEO Hajir Hajji says.

In March, Action is also expanding into Slovakia. The Dutch chain will open its first shop in the country in its capital, Bratislava.