Action

Overview

Action, which was established in 1993 in the Netherlands, is the fastest-growing non-food discounter in Europe with more than 2,750 stores across the Netherlands, Belgium, France, Germany, Luxembourg, Austria, Poland, the Czech Republic, Italy, Spain, Slovakia and Portugal.

Large-scale procurement, flexible assortment, optimal distribution and a cost-conscious culture ensure good quality products at the lowest price. Action offers over ~6,000 low-price, good quality products in 14 categories. In Action's stores, customers can find well-known A-brands next to Action-owned brands and brands owned by Action's suppliers. Two-thirds of the assortment changes frequently, as Action introduces more than 150 new articles every week to surprise customers and maintain relevance.

The product assortment includes decoration, DIY, garden and outdoor, household goods, multimedia, health, stationery and hobby, toys and entertainment, food and drink, laundry and cleaning, personal care, pet, fashion and linen.

Action generates revenues of over €11bn per annum.

Actions's simple, straightforward yet flexible business model makes Action unique: we work hard to source good quality products, invest in our supply chain, and continuously work to make those products more sustainable.

The essence of Action: "small prices, big smiles".

Highlights

Voted as the favourite retail brand of the French people (Enseigne Préférée des Français) in 2023 and 2024
Opening of two new distribution centres in 2024, one with Building Research Establishment Environmental Assessment Methodology (BREEAM) ‘Excellent’ and one with 'Outstanding' status.
Operates more than 2,750 stores across 12 countries and provides work to more than 72,000 people from 159 nationalities.
Leveraging our network, experience and resources to further internationalise the business
All Action-branded and white label cotton products are sustainably sourced – 99% under the Better Cotton programme with the remaining 1% sourced as organic cotton.
In 2023, 94% of timber used in our products came from sustainably managed forests, either under the FSC® or PEFC.
Reduction of 46% CO2 emissions in scope 1 and 2, versus the 2021 baseline
2,597 children sponsored via SOS Children's Villages partnership, which means almost 13,000 children and young adults were supported by Action in 2023.