Action retailer expands rapidly across Europe

The Dutch non-food discounter Action is experiencing rapid expansion across Europe, driven by low entry prices and a frequently rotating assortment of approximately 6,000 products per week. In 2025, the company reported a 16 percent increase in net sales to 16 billion euros, with an average of 21.6 million weekly customers.

Growth continues into 2026, with the company reporting 8.3 billion euros in revenue for the first half of the year, a 14 percent increase compared to the previous year. The store network has expanded to 3,423 locations across 15 countries. Action plans to open at least 400 new stores in the current year and is expanding geographically into Croatia and Slovenia, with plans for Bulgaria by 2027. To support this growth, new distribution centers are planned for Italy, Spain, and France.

While the retailer's strategy of low prices—often below the two-euro threshold—attracts high customer frequency, analysts note that the perceived value depends on factors such as package sizes, material quality, and quantity when compared to competitors.