Action expands private label presence with Superfinn and Re-Load brands

The Dutch discount retailer Action is seeing significant consumer interest in its private label brands, specifically in the household cleaning and electronics sectors.

In the cleaning category, the Superfinn brand has gained popularity on social media due to its low prices, with many products costing under one euro. Action maintains full control over the formulation and packaging of Superfinn by having products manufactured exclusively for its own brand, though the specific factories used remain undisclosed. The product line includes dish soap, dishwasher tablets, and degreasers.

In the electronics sector, Action offers a range of charging accessories under the Re-Load brand. The assortment includes wall chargers, wireless charging pads, USB cables, and solar modules. Technical testing of a 65-watt Re-Load charger using Gallium Nitride (GaN) technology yielded positive results, showing stable performance despite the low price point compared to major brand manufacturers.