Action, which was established in 1993 in the Netherlands, is the fastest-growing non-food discounter in Europe with more than 3,000 stores across the Netherlands, Belgium, France, Germany, Luxembourg, Austria, Poland, the Czech Republic, Italy, Spain, Slovakia, Portugal and Switzerland.

Visit action.com

Why we invested

Large-scale procurement, flexible assortment, optimal distribution and a cost-conscious culture ensure good quality products at the lowest price. Action offers c.6,000 low-price, good quality products in fourteen 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 €13bn per annum. Action's simple and straightforward, yet flexible business model makes the company unique: the company works hard to secure good quality products, invests in its supply chain and continously works to make those products more sustainable. 

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

How we add value 

We have leveraged our network, experience and resources to further internationalise the business. During our investment, Action has grown from 250 stores to more than 3,000 across thirteen countries and grown its staff to more than 79,000 people from 151 nationalities. It opened two new distribution centres in 2024, one with Building Research Establishment Environmental Assessment Methodology (BREEM) 'Excellent' and one with 'Outstanding' status.

We have supported its ongoing sustainability efforts: 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 2024, all timber and cocoa used in Action's private and white label products was certified sustainable. In 2024, Action had achieved a reduction of 51% of CO2 emissions in scope 1 and 2, versus its 2021 baseline.

In addition, 12,880 children were supported via the company's SOS Children's Villages partnership and the company extended its collaboration with the Johan Cruyff Foundation by 3 years. 

Action was voted as the favourite retail brand of the French people (Enseigne Préférée des Français) in 2023 and 2024. 

Read more about Action's journey from Good to Great here. 

Regulatory information
This transaction involved a recommendation of 3i Investments plc, advised by 3i Benelux.