Dutch Discount Retailer ACTION Breaks Through 3000 Stores
ACTION's journey began in 1993 in Enkhuizen, a small town in northern Netherlands. Founders Gerard Deen and Rob Wagemaker aimed to open a "retail store affordable for everyone," offering everything from daily necessities, toys, stationery, and home goods to clothing—covering almost all aspects of daily life. Their philosophy was simple: low prices, mass-market appeal, and high turnover.
The first ACTION store in Enkhuizen was small but stocked a wide range of low-priced products, quickly winning local consumers' favor. By adopting a "cash-and-carry, rapid rotation" model and a minimalist store decoration style, ACTION established a business model of low operating costs and high inventory turnover from the outset.
From a Small Store to a Growth Giant
Starting from a single store in Enkhuizen in 1993, ACTION has grown into Europe's fastest-growing discount chain. Today, it operates over 2900 stores in 12 countries, welcoming more than 18 million customers weekly.
Phases of Expansion
1. Rapid Expansion Period (1993–2010)
· Consolidating the Domestic Market: In the first decade after its founding, ACTION gradually expanded across the Netherlands, with store numbers continuously increasing. In 2002, the company opened its 100th store, gradually covering major and medium-sized cities in the country.
· Launching International Strategies: In 2005, ACTION began exploring international markets, first entering Belgium due to its proximity to the Netherlands, shared language (Flemish region), and cultural similarities. In 2010, ACTION officially entered the German market, marking the start of its expansion strategy from Northern to Central Europe. Germany's large population and preference for low-price retail provided ACTION with highly potential growth space.
2. Mergers, Acquisitions, and Capital Support (2011–2017)
In 2011, ACTION was acquired by the British private equity firm 3i Group, bringing it stronger capital support and management expertise. In the following years, ACTION entered a period of rapid growth.
Driven by 3i, ACTION continuously upgraded its logistics system and optimized supply chain management, including:
Building automated distribution centers (such as those in Limburg and Moissy-Cramayel, France);
Using advanced data analysis systems to predict product sales;
Establishing a stable European procurement network to reduce intermediaries.
As a result, ACTION developed a robust backend system and the ability to continuously optimize costs.
In 2014, ACTION accelerated its expansion in Europe by entering France, opening hundreds of stores within just a few years.
In 2016, it entered Austria, and in 2017, it expanded into Poland, all of which provided fertile ground for its growth.
Development Status as of 2025
As of June 12, 2025, ACTION operates 3000 stores across more than 11 European countries, with a total workforce exceeding 80,000. Its main markets include the Netherlands, Belgium, Germany, France, Austria, Poland, Spain, the Czech Republic, Slovenia, etc. Its annual turnover firmly positions it among Europe's most influential non-food discount retailers.
Following another strong quarterly performance, ACTION expects to reach 3000 stores in the second quarter. Last month, the discount retailer successfully launched in Switzerland.
Opening One Store Daily
In the first quarter of this year, Action achieved net sales of €3.5 billion, a year-on-year increase of 17%, with same-store sales growth of 6.2%. It opened 49 new stores, bringing the total to 3000. These stores receive an average of 19.7 million customers weekly, 2.9 million more than the same period last year.
Action stated that it plans to open at least one new store per day in 2025 and expects to break through the 3000-store milestone as early as the second quarter.
Strong Start in the Swiss Market
On April 5, Action opened its first store in Baar bei Zug (near Zurich), Switzerland—its 13th country of operation. Action said the Swiss market has performed as promisingly as existing markets, with two additional stores already opened locally. The 14th country, Romania, is scheduled to welcome its first store this autumn.
CEO's Perspective
"2025 began with volatility and uncertainty. In such a market environment, consumers still choose to purchase daily necessities and home goods from Action," said CEO Hajir Hajji. "Our core drivers of rapid growth are offering high-quality products at the lowest prices, coupled with progress in sustainability—a model that works effectively worldwide."
We also sell to Action. The main products we sell are kitchen organizer series (Bathroom Laundry Storage Baskets, Modern Napkin Holder, Kitchen Organizers With Storage Drawer, Trolley Service Shelving Cart)； tabletop series,；home organizer series and bathroom series products.
In order to cope with the ever-changing foreign trade situation, our company constantly develops new customers and new products. With a positive and innovative attitude, we lead the industry in innovation.