Action retailer reports 16 billion euro revenue amid rapid expansion

Dutch non-food discounter Action has demonstrated significant growth, reporting a 16 percent increase in global net sales to 16 billion euros in 2025. The retailer attracts an average of 21.6 million customers weekly across its more than 3,300 stores in 14 countries.

Action’s business model relies on a high-turnover strategy where approximately 150 new items are added to its 6,000-product assortment every week. Only one-third of the inventory is permanent, while the remaining two-thirds rotate frequently to create a surprise effect for consumers. Additionally, two-thirds of all products are priced below two euros.

The company leverages large-scale purchasing to reduce production and transport costs. In Germany, which serves as the group's second-largest market after France, Action operates 649 stores. The retailer also reported a 56 percent reduction in its own greenhouse gas emissions since 2021.