Action expands to over 3,300 stores across Europe with low‑price model

Action was founded in 1993 in Enkhuizen, the Netherlands, by Gerard Deen and Rob Wagemaker. The retailer now operates more than 3,300 stores in 15 European countries and attracts over 21 million shoppers each week.

Its growth relies on a volume‑driven purchasing strategy, a constantly rotating assortment (about 150 new items are added weekly while only a third of the range remains permanent) and a minimalist store format that keeps operating costs low. Advertising spend is minimal and logistics are centralized through 18 distribution centres, with new hubs added in Germany, Poland and Italy in 2025.

Action has been named France’s favourite retail chain for four consecutive years (2023‑2026) and received the 2025 Golden Scaler award in the Netherlands. The company employs staff from 166 nationalities, reduced its direct CO₂ emissions by 56 % since 2021 using renewable electricity and bio‑fuel, and plans to open roughly 370 additional stores in 2026.