Action retail growth driven by high product rotation

The non-food discounter Action has seen its revenue increase by approximately 20 percent in 2024. The company utilizes a high-rotation retail model where only about one-third of its 6,000 products remain permanent fixtures, while roughly 150 new items are added to shelves weekly. This strategy creates a sense of scarcity and a “treasure hunt” effect that encourages impulse buying.

Logistical efficiencies also support the business, such as the use of extra-high trailers for delivery trucks that allow for 60 percent more cargo capacity. Market data from GfK indicates that German non-food spending at discounters rose from 2.6 billion euros in the first half of 2022 to 3.2 billion euros in the first half of 2024.

Action's growth has impacted competitors; for instance, reports suggest Tedi can lose one-third of its revenue when an Action store opens nearby. Additionally, the brand's market presence was highlighted by a July 2024 advertising campaign from Lidl that directly compared its own white nail polish to Action's.