Action discounter's Ziki brand history and origins

Ziki is a prominent private label brand for the Dutch discounter Action, specializing in low-cost basics such as socks and boxer shorts. The brand is managed by entrepreneur Charlette van der Drift, who has supplied Action since the retailer's founding in 1993.

Van der Drift, who has extensive experience in the hosiery and textile industry, develops the collections exclusively for Action. The brand operates as a specialized supplier model where the name exists only within Action stores and is not available through other retailers. The partnership began with small-scale deliveries from founder Rob Wagemaker's kitchen table in Enkhuizen and has since grown into a significant component of the discounter's fashion and underwear assortment.