Small prices,

big smiles

Our ambition

Ever since the opening of the first store, Action always had one ambition: surprising its customers with a broad, ever-changing assortment for the lowest prices possible. Since 1993, this is the promise to our customers and this is what drives and trills us: “Small prices, big smiles.”

Everyone loves a pleasant surprise, no matter who they are or where they come from. Although many customers in Europe already have access to what we call the 'magic of Action', there are still many places and people in Europe we want to reach in the future. We are expanding quickly and want to continue to do so. The more we grow, the higher the volumes we can achieve, and the more value and variety we can give to everyone visiting us.

However, it is not all about the surprising assortment and the lowest prices. Action takes its responsibility as producer, retailer and employer serious. We thrive to not only fulfill what legislation and other regulations ask from us, we want to go beyond that – no matter if it is about the safety and quality of our products, about our employees, the communities or the environment. We invest in solutions and implement strategies that reduce the impact on our environment, ensure sustainable production conditions and support the local communities of our stores and communities where we produce.