Action is Europe's fastest-growing non-food discounter, serving an average of 21.6 million customers every week across more than 3,300 stores in 14 countries. Founded in 1993 in Enkhuizen, the Netherlands, Action has grown from a single small store to a retail powerhouse offering approximately 6,000 products across 14 categories, including daily necessities, home decoration, DIY tools, and personal care items. The company's mission is to provide good quality, increasingly sustainable products at the lowest possible prices - making quality accessible to everyone, regardless of budget.
What sets Action apart is its ever-changing product assortment, with 150 new products introduced weekly. Two-thirds of Action's products sell for less than €2, demonstrating the company's commitment to affordability. With over 84,000 colleagues from 166 different nationalities, Action embraces diversity and provides growth opportunities across its European operations. The company's formula - small prices, big smiles - has resonated strongly with consumers, driving rapid expansion and making Action one of Europe's most successful retail stories of the past three decades.
