The essence of Action:
small prices, big smiles.

With one small first store, we started 30 years ago in Enkhuizen, the Netherlands. Action is the fastest growing non-food discounter in Europe, offering an ever changing variety of approx. 6,000 products in more than 2,500 stores to more than 15.3 million customers every week. In addition, each week another 6.5 million consumers visit the Action.com website. Action employs over 60,000 people in 11 countries with over 136 different nationalities. While offering our constantly surprising assortment at the lowest prices, we continue to improve our products in terms of quality and sustainability. The promise of Action: small prices, big smiles.

Learn all about our achievements and our ambitions

Action News

View all Action News
27 February 2024

Action opens its first store in Portugal

Read more
Read more about Action opens its first store in Portugal
16 January 2024

All Action Cotton is Responsibly Sourced

Read more
Read more about All Action Cotton is Responsibly Sourced
16 November 2023

Action opens its 2,500th store

Read more
Read more about Action opens its 2,500th store
29 September 2023

Retailer of the Year Awards: consumers choose Action

Action's dedicated focus on customer happiness is once again awarded. In the prestigious Retailer of the Year awards, organised across various European countries, Action emerged as a winner in multiple categories, affirming its status as a beloved retail destination for shoppers.

Read more
Read more about Retailer of the Year Awards: consumers choose Action
14 June 2023

Action opens its third distribution centre in Poland, in Zakroczym

Action, the fastest-growing non-food discount retailer in Europe, officially opens its third distribution centre in Poland today, located in Zakroczym. This is Action's 13th distribution centre in Europe.

Read more
Read more about Action opens its third distribution centre in Poland, in Zakroczym
01 June 2023

Opening Action’s 5th distribution centre in France and 12th in total

Today, Michel Illac, Mayor of Ensues la Redonne, Hajir Hajji, CEO of Action and Richard Delgenes, Supply Chain Manager Action Logistic, opened the company’s fifth distribution centre (DC) in France. With this DC located in Ensues la Redonne, Action is taking a new step forward and strengthens its supply in France to live up to its ambitions.

Read more
Read more about Opening Action’s 5th distribution centre in France and 12th in total
24 May 2023

Action opens its 100th store in Austria!

Today, 24 May, we opened our 100th store in Austria! This store opened in capital city Vienna and is the 22nd store here. Action has been active in this country since 2015.

Read more
Read more about Action opens its 100th store in Austria!
13 May 2023

All of Action’s own cocoa products Fairtrade-sourced

All of Action’s own brand cocoa products are made from sustainably grown and Fairtrade-sourced cocoa beans. This applies to all our fixed and seasonal assortment of chocolate. We are very proud of this achievement and we believe that we have the scale and opportunity to provide our customers with good quality, sustainable products at the lowest price possible.

Read more
Read more about All of Action’s own cocoa products Fairtrade-sourced
10 May 2023

Zenova sunscreen awarded with multiple prizes in Belgium and the Netherlands

Zenova's octocrylene-free sun milk for sensitive skin with SPF30 has been voted Best Buy and Best of Test in the category sun milk with SPF30 in Belgium. In the Netherlands the sunscreen was awarded Best Buy, Best in Test and Green Choice by the Consumers' Association (Consumentenbond) in the same category. Action’s Zenova products have a new sustainable formulation and are available from €2.39.

Read more
Read more about Zenova sunscreen awarded with multiple prizes in Belgium and the Netherlands
21 April 2023

Customers love Action according to the Retail Brand Research

Action has the best price-quality ratio among all Dutch retail chains. For the first time, Action is also in the Top 3 of the strongest retail brands in the Netherlands. Additionally, Action is number 2 in terms of growth expectations. We are proud of this because these good scores in the Retail Brand Research 2023 were determined by Dutch consumers

Read more
Read more about Customers love Action according to the Retail Brand Research
05 April 2023

Action is the favourite retail brand of France 2023

The distinction ‘Favourite Retailer France’ was awarded by consulting agency EY-Parthenon as part of their annual study, which was unveiled today.

Read more
Read more about Action is the favourite retail brand of France 2023
23 March 2023

Action continued to experience strong growth in 2022

Discounter Action has ended 2022 with strong financial results. The company grew in the countries in which it operates and its number of stores increased by 280, which is a record level of store openings in a year. In addition, good progress was made in improving the quality and sustainability of its products. This is evident from the Action Update 2022 which was published today.

Read more
Read more about Action continued to experience strong growth in 2022
09 March 2023

Slovakia 11th Action country in Europe

On the 2nd of March we have officially opened our first store in Bratislava, Slovakia! This is the eleventh country in Europe where Action opens its doors. In the coming weeks and months more stores will open in other Slovak regions.

Read more
Read more about Slovakia 11th Action country in Europe
08 February 2023

How Action is helping with the devastating earthquake

As Action we are shocked by the devastating earthquake ripped through Turkey and Syria, leaving destruction and debris on each side of the border. Our thoughts especially go out to our colleagues from Turkey and Syria and their families. We are closely observing the developments with great concern and as a large company we feel we have the responsibility to support where possible.

Read more
Read more about How Action is helping with the devastating earthquake
30 January 2023

Action Distribution Centre Zwaagdijk decor for successful charity run

Sunday 29 January, a charity run was organised to raise money for the Princess Máxima Centrum. Actions biggest distribution centre in Zwaagdijk, the Netherlands was the decor for all runners.

Read more
Read more about Action Distribution Centre Zwaagdijk decor for successful charity run
24 October 2022

Mini Matters: quality, safety and sustainability matters

Qualitative and durable toys for children from all households made accessible by Action with our private label: Mini Matters. The assortment exists of primarily wooden toy products and plush made of sustainable materials. Mini Matters was launched three years ago with safe top-class toys at highly competitive prices.

Read more
Read more about Mini Matters: quality, safety and sustainability matters
13 October 2022

Action scores highly with professional-level collection services

With more than 400 stores, Action is a firm fixture in the Dutch retail landscape. This year, the fast-growing non-food discount retailer took home thea Gouden Bakkie Award for its good collection results achieved in the area of lighting.

Read more
Read more about Action scores highly with professional-level collection services
27 July 2022

Did you know? Makeup at Action is vegan

Makeup that is good for the people and our planet. That is the high quality and 100% vegan makeup line from our private label Max & More.

Read more
Read more about Did you know? Makeup at Action is vegan
12 July 2022

Celebrating milestone together with partner SOS

Our CEO Hajir Hajji handed a cheque of 100,000 euros to Arian Buurman, CEO of SOS Children's Villages. The money is raised through the sale of big shoppers specially designed for reaching this milestone.

Read more
Read more about Celebrating milestone together with partner SOS
21 June 2022

Smarter and more sustainable packaging

The production and disposal of packaging material presents an enormous challenge to the environment. By making changes in the packaging of products, we ultimately make them more sustainable.

Read more
Read more about Smarter and more sustainable packaging
17 June 2022

Opening third Action import hub in Gonfreville-l'Orcher (France)

On June 16, Action celebrated the official opening of their third import hub in Gonfreville-l'Orcher, France, near to the port of Le Havre. Just as the import hubs in Marseille (FR) and Wroclaw (PL), this third hub will be operated by our logistic partner Katoen Natie.

Read more
Read more about Opening third Action import hub in Gonfreville-l'Orcher (France)
14 June 2022

Hotel quality towels for a small price and sustainable!

Towels that give you the feeling you’re in a wellness center; that is what you can expect of our premium quality Hotel Royal towels made from 100% cotton. Hotel Royal is one of Action’s many private labels. This is a label that provides you the luxury and comfort of a hotel towel for a small price. These towels meet the requirements of the 'OEKO-TEX® Made in Green' label. Which means that the towels have been tested for harmful substances and have been manufactured under responsible conditions. On top of this, they also bear the Better Cotton Initiative (BCI) label of which Action has been a member since 2018. Creating additional positive impact for cotton farmers globally.

Read more
Read more about Hotel quality towels for a small price and sustainable!
10 May 2022

Action’s skin care range Alvira is 100% vegan

At Action we have several private label brands. One of them is Alvira Skin Care. All products under this label are 100% vegan, dermatologically tested and take care of every type of skin perfectly for a good price.  Our Alvira skin care range consists of various skin care products, such as fresh face wash, micellar water (awarded with the Editors’ Choice in the Belgian Beauty Award 2021), makeup remover, day cream and more

Read more
Read more about Action’s skin care range Alvira is 100% vegan
22 April 2022

Progress through insights into product circularity

As a leading retailer, it comes as no surprise that our products are the largest impact contributors. We therefore invest in sustainable sourcing and production to enable our future and responsible growth. Our collaboration with impact organisation Circle Economy generates company wide insights into where our products stand on circularity. With the insights from circularity baseline assessments per category we can assess how circular our 14 product categories are.

Read more
Read more about Progress through insights into product circularity
24 March 2022

Action’s growth in Europe going strong

In 2021, Action achieved sales of €6.8 billion. This represents growth of 22.7% compared to 2020. Thanks to 267 new stores, including stores in Italy, and two new distribution centres in Poland and Slovakia, Action approached the 2,000-store milestone, which the chain reached in the first month of 2022. This makes Action the fastest growing non-food discount retailer in Europe. At the same time, Action is making progress with its sustainability programme. By then end of 2024, all stores will be gas free. By 2030, Action expects to reduce absolute emissions from its own operations by 50% compared to 2020. In addition, Action is working on initiatives around the circularity of its products, especially items with the highest sales volume.

Read more
Read more about Action’s growth in Europe going strong
08 February 2022

Celebrating opening in Girona, Spain with partnership Cruyff Foundation

In addition to the opening of Actions new store in Girona, Spain, Action closes a three-year collaboration agreement with the Johan Cruyff Foundation. The Cruyff Foundation supports and develops high-impact sports and leisure projects around the world, focusing on children and young people for whom sport is not an evidence.

Read more
Read more about Celebrating opening in Girona, Spain with partnership Cruyff Foundation
08 February 2022

Action makes its debut in Spain

Europe’s fastest-growing non-food discounter opened its first Spain store in Girona on the February 8, 2022. Action successfully surprises customers with a broad, ever-changing assortment and the lowest prices in over 2,000 stores across Europe.

Read more
Read more about Action makes its debut in Spain
20 January 2022

Action breaks through the milestone of 2000 stores!

It has been almost 30 years ago since Action started with just one small discount store in Enkhuizen, the Netherlands. And we are very proud to say that on the 17th of January 2022 we opened our 2000th store in Prague!

Read more
Read more about Action breaks through the milestone of 2000 stores!
02 November 2021

Hajir Hajji to succeed Sander van der Laan as CEO of Action

The Board of Directors of Action announced on November 2, that Sander van der Laan will be stepping down as CEO of Action to be succeeded by Hajir Hajji, currently Commercial Director and member of the executive management team. The handover marks the next phase of development for Action, in which continued commitment to its customers and significant growth will be coupled with the further implementation of Action’s digital and sustainability strategy.

Read more
Read more about Hajir Hajji to succeed Sander van der Laan as CEO of Action
18 October 2021

Action opens 200th store in Belgium

On the morning of Thursday 28 October, Action opened its 200th store in Belgium, located in the city of Mechelen. This contributes to the non-food discounter's steady growth. Eleven new stores have been opened this year, including stores in Brussels, Zelzate and Charleroi.

Read more
Read more about Action opens 200th store in Belgium
22 April 2021

ACTION debuts in Italy with several store openings in the North of the country

The international non-food discount store-chain Action arrives in Italy. Starting from Vanzaghello in the Milanese area and Turin, the retailer aims to open at least a total of five stors within the next 3 months. For every store 20 local jobs will be created, a total of more than 140 employees will be hired until the end of this year. Currently, Action employs around 70 employees in Italy. Action surprises millions of customers in more than 1,700 stores across Europe with low prices and a broad offer of essential daily products as well as products that make life easier, more colourful or just more fun. The stores will open its doors to the public on Thursday, April 22nd with all relevant safety and hygiene measures in place.

Read more
Read more about ACTION debuts in Italy with several store openings in the North of the country

Action Press Releases

View all press releases
01 February 2024

Action Growth Continues: 27.8% Sales Growth to €11.3 Billion

Read more
Read more about Action Growth Continues: 27.8% Sales Growth to €11.3 Billion
16 November 2023

Action opens its 2,500th store

Read more
Read more about Action opens its 2,500th store
09 November 2023

Another Strong Quarter For Action, More Price Reductions Announced

Read more
Read more about Another Strong Quarter For Action, More Price Reductions Announced
26 October 2023

300th Action store in Poland

Read more
Read more about 300th Action store in Poland
19 October 2023

Action opens first store in Rome, now 50 in Italy

Action opened its first store in the city of Rome on Thursday 19 October. This illustrates its strong expansion in Italy, reaching 50 stores and 1,000 employees in the country.

Read more
Read more about Action opens first store in Rome, now 50 in Italy
06 October 2023

Action extends partnership with SOS Children's Villages to support vulnerable children

Action is pleased to announce the extension of its partnership with SOS Children's Villages, starting from January 1, 2024, for a period of 3 years. This partnership, which began in 2018, has proven to be a powerful collaboration dedicated to the well-being of vulnerable children worldwide.

Read more
Read more about Action extends partnership with SOS Children's Villages to support vulnerable children
29 September 2023

Retailer of the Year Awards: consumers choose Action

Action's dedicated focus on customer happiness is once again awarded. In the prestigious Retailer of the Year awards, organised across various European countries, Action emerged as a winner in multiple categories, affirming its status as a beloved retail destination for shoppers.

Read more
Read more about Retailer of the Year Awards: consumers choose Action
21 September 2023

Action opens its 500th store in Germany

On September 21, 2023, the non-food discounter Action celebrates the opening of its 500th store in Germany. With this milestone, the company, which has been present in Germany since 2009, marks a significant achievement in its expansive success story.

Read more
Read more about Action opens its 500th store in Germany
20 July 2023

Success Action continues in first half of 2023

Action has had a good first half of 2023. Driven by demand from more than 14 million weekly customers, revenue grew 33.5% in the first half year compared to the same period last year to €5.2 billion.

Read more
Read more about Success Action continues in first half of 2023
11 July 2023

Action trucks switch to biodiesel

From today, Action's 150 trucks are running on HVO 100 biodiesel from its distribution centres (DC) in Zwaagdijk and Echt. This is an important step in making Actions operations more sustainable by reducing emissions from its trucks by 90%. The switch to biodiesel is the result from a successful pilot at the head office in Zwaagdijk where we investigated the effects of HVO 100.

Read more
Read more about Action trucks switch to biodiesel
05 July 2023

Action’s Superfinn limescale cleaner awarded Best Buy by the Dutch Consumer Association

Action's limescale cleaner, Superfinn anti limescale, has been awarded Best Buy by the Dutch Consumers' Association (Consumentenbond) for the best value for money. Superfinn is an affordable option for consumers looking for an effective limescale cleaner. A total of 24 bathroom cleaners were reviewed on their price and tested for limescale removal, limescale soap removal, material deterioration, sustainability, limescale protection and ease of use. Superfinn is available for €1.50 per 750ml bottle.

Read more
Read more about Action’s Superfinn limescale cleaner awarded Best Buy by the Dutch Consumer Association
05 April 2023

Action is the favourite retail brand of France 2023

The distinction ‘Favourite Retailer France’ was awarded by consulting agency EY-Parthenon as part of their annual study, which was unveiled today.

Read more
Read more about Action is the favourite retail brand of France 2023
23 March 2023

Action continued to experience strong growth in 2022

Discounter Action has ended 2022 with strong financial results. The company grew in the countries in which it operates and its number of stores increased by 280, which is a record level of store openings in a year. In addition, good progress was made in improving the quality and sustainability of its products. This is evident from the Action Update 2022 which was published today.

Read more
Read more about Action continued to experience strong growth in 2022
02 March 2023

Action opens its first store in Slovakia

Action, the fastest-growing non-food discounter in Europe, opens its first store in Slovakia today. The company’s first Slovak store opens in Bratislava and more stores will open in other regions before the end of 2023. Slovakia is the eleventh country where Action operates.

Read more
Read more about Action opens its first store in Slovakia
26 January 2023

Action sales grow by 30% in 2022 to 8.9 billion Euro

Over the full year in 2022, Action achieved net sales in Europe of €8,9 billion, representing growth of 30% compared to 2021. Identical (‘like for like’) sales growth amounted to 18.1%, partly due to fewer Covid measures being in place than in 2021. The loyalty to Action’s brand and range lay partly at the basis of a higher number of transactions and increased store visit frequency of customers who regularly shop at Action These increased by several percent on an annual basis, especially in the larger countries in which Action has been operating for longer. The number of Action stores in Europe increased by 280 to 2,263.

Read more
Read more about Action sales grow by 30% in 2022 to 8.9 billion Euro
09 January 2023

Leading discount retailer Action is 30 years in Europe

Action started almost 30 years ago with one small store in Enkhuizen, the Netherlands - and has been on an amazing journey ever since. Action today employs more than 68,000 people in 10 countries - with more than 124 different nationalities. Action is the fastest growing non-food discounter in Europe, offering an ever-changing range of around 6,000 products to more than 12 million customers in over 2,200 stores and another 8 million consumers via the Action.com website – every week.

Read more
Read more about Leading discount retailer Action is 30 years in Europe
10 November 2022

Action sales in Europe grow by 27%

In the first nine months of 2022, Action achieved sales of €6.1 billion. That is a growth of 27% compared to the first nine months of 2021. The number of stores in Europe is on track for 2022, increasing by 150 to 2,133 stores. This generated jobs for 4,300 employees.

Read more
Read more about Action sales in Europe grow by 27%
04 October 2022

Action commissions 12,700 solar panels at iHQ

On Friday 23 September, Action CEO Hajir Hajji commissioned a solar roof of almost 13,000 panels at the distribution centre in Zwaagdijk-Oost alongside Edward Stigter, Deputy Minister for the Environment and Climate in the province of Noord-Holland. After the official opening, local and regional businesses attended a meeting on sustainability.

Read more
Read more about Action commissions 12,700 solar panels at iHQ
24 March 2022

Action’s growth in Europe going strong

In 2021, Action achieved sales of €6.8 billion. This represents growth of 22.7% compared to 2020. Thanks to 267 new stores, including stores in Italy, and two new distribution centres in Poland and Slovakia, Action approached the 2,000-store milestone, which the chain reached in the first month of 2022. This makes Action the fastest growing non-food discount retailer in Europe. At the same time, Action is making progress with its sustainability programme. By then end of 2024, all stores will be gas free. By 2030, Action expects to reduce absolute emissions from its own operations by 50% compared to 2020. In addition, Action is working on initiatives around the circularity of its products, especially items with the highest sales volume.

Read more
Read more about Action’s growth in Europe going strong
18 March 2022

Action makes its debut in Spain

Europe’s fastest-growing non-food discounter opens its first Spain store in Girona today. Action successfully surprises customers with a broad, ever-changing assortment and the lowest prices in over 2,000 stores across Europe.

Read more
Read more about Action makes its debut in Spain
18 March 2022

Action breaks through the milestone of 2000 stores!

It has been almost 30 years ago since Action started with just one small discount store in Enkhuizen, the Netherlands. And we are very proud to say that on the 17th of January 2022 we opened our 2000th store in Prague! 

Read more
Read more about Action breaks through the milestone of 2000 stores!
18 March 2022

Hajir Hajji to succeed Sander van der Laan as CEO of Action

The Board of Directors of Action announced on November 2, that Sander van der Laan will be stepping down as CEO of Action to be succeeded by Hajir Hajji, currently Commercial Director and member of the executive management team. The handover marks the next phase of development for Action, in which continued commitment to its customers and significant growth will be coupled with the further implementation of Action’s digital and sustainability strategy.

Read more
Read more about Hajir Hajji to succeed Sander van der Laan as CEO of Action
11 March 2022

Action opens 200th store in Belgium

On the morning of Thursday 28 October, Action opened its 200th store in Belgium, located in the city of Mechelen. This contributes to the non-food discounter’s steady growth. Eleven new stores have been opened this year, including stores in Brussels, Zelzate and Charleroi.

Read more
Read more about Action opens 200th store in Belgium