Action expands market presence through various private label brands

Action discount retailer private label brands household products consumer goods budget electronics

The European non-food discounter Action utilizes several private label brands to offer low-cost household goods. Its cleaning brand, Spargo, provides tools such as microfiber cloths, sponges, and mops, often priced under one euro.

In the paper goods sector, the brand Pure Soft offers toilet paper, kitchen rolls, and wet wipes. These products are positioned at highly competitive price points, with some toilet paper rolls costing between 20 and 35 cents. The brand claims to use FSC or PEFC certified sustainable forestry for its paper products.

Action also operates in the small electronics market through its Home Essentials brand, selling items like kettles, toasters, and hand blenders. While low prices in this category often raise safety concerns, an investigation by SWR found that the tested Home Essentials products carried the GS (Geprüfte Sicherheit) safety mark, indicating they met technical and chemical safety standards.