New customers and new stores let Action sales soar

Dutch non-food discounter Action is feeling the jet stream under its wings: once again, the chain posts a sales increase of more than 30 %.

More customers, more sales

In the first half of the year, Action’s sales rose by a whopping 33.5 % to 5.2 billion euros, excluding the numerous shop openings it still added 21.8 %. The chain mainly sees more customers coming to its shops, saying it already welcomes fourteen million customers every week.

The excellent results are by no means a surprise: sales within the existing shops increased even faster in the first quarter (+ 24 %). Moreover, Action posted similar growth in 2022. In addition, the chain says it is also making progress in reducing its own emissions – and satisfaction within its own staff.

CEO Hajir Hajji’s chain already opened ninety shops this year and currently has 2353 in eleven countries. For the full year, Action is targeting to add 300 stores to its network, which would still just exceed last year’s growth (+ 280).