action com
Action.com isn’t your typical discount store—it’s the retail version of a treasure hunt. One day you find a €1.50 candle, the next it’s garden tools you didn’t know you needed. That surprise factor is why Action has quietly become one of Europe’s most unstoppable retailers.
How Action Went from One Store to 3,000
In 1993, three Dutch entrepreneurs opened a modest shop in Enkhuizen. The idea was simple: buy leftover stock from companies—things like unsold toys, excess shampoo bottles, or last season’s mugs—and sell them cheap. Not “a little cheaper,” but sometimes 40% cheaper than anywhere else.
That single shop morphed into a chain almost overnight. By 2002, there were nearly 100 stores. Belgium came first in 2005, Germany in 2009, and France in 2012. By the time Action hit its 500th store in 2014, it was clear this wasn’t a local bargain shop anymore.
Now? Over 3,000 stores across 13 countries, from Spain to Slovakia. In June 2025, Action even opened its 157th Italian branch—proof they aren’t slowing down.
Why Shoppers Keep Coming Back
Walking into an Action store feels different. There’s no polished playlist, no elaborate decor—just shelves, bins, and aisle after aisle of cheap finds. Two-thirds of the items cost under €2. The average price in 2024 was roughly €1.70.
But here’s the hook: the stock changes constantly. Only about a third of the products are permanent. The rest rotates weekly. One week it’s dog beds. Next week? Halloween decorations in July. That unpredictability keeps people coming back “just to see what’s new.”
It’s the same psychology that drives people to scroll TikTok—there’s always something unexpected waiting.
A Business Model Built on Lean Thinking
Action’s growth isn’t magic—it’s logistics and cost discipline.
Stores are intentionally no-frills. No fancy displays, no in-store music, and minimal staff. Marketing? Mostly flyers and social buzz.
By cutting all the fluff, Action can focus on its real edge: buying power. The company scoops up clearance stock and overproduction from suppliers who’d rather sell cheap than waste inventory. It’s like a clearance aisle—but scaled across thousands of stores.
The Financial Muscle Behind Action
Action isn’t a mom-and-pop bargain shop anymore. In 2011, British private equity firm 3i bought in. Today, they own about 80%. That investment fueled a store-opening spree that’s still going.
The numbers are staggering. In 2024, net sales jumped 21.7% to €13.8 billion. Operating profit soared 29% to just over €2 billion. For a discount store where most items cost less than a coffee, that’s massive scale.
And this isn’t a one-off spike. Early 2025 reports showed another sales surge, with Action adding almost one new store every day.
Expansion Is the Default Setting
Most retailers cautiously “test” new markets. Action just moves in.
Germany alone gained nearly 60 new stores in 2024, closing in on the 600-store milestone. Italy already has over 150. And there’s more coming: Switzerland, Romania, and even Croatia and Slovenia are next in line.
The growth is aggressive, but the formula travels well. People everywhere like cheap surprises—and Action delivers them in spades.
What About Sustainability?
For a company known for low prices, Action’s making some real moves on the green front. In 2022, they installed more than 12,000 solar panels at their main logistics hub in the Netherlands. They’ve pledged to make every store gas-free.
It’s not just about optics. Sustainability cuts costs in the long run, which fits perfectly with Action’s obsession with efficiency.
Why This Works When Others Fail
Many chains try the “discount but fun” angle. Few nail it.
Action thrives because it combines Aldi’s ruthless efficiency with the “what’s in the box?” excitement of a mystery subscription. The constant rotation means there’s always something to discover, but the staples—cleaning products, toiletries—keep people coming back for basics.
It’s not a soulless bargain bin, and it’s not a high-end lifestyle store. It’s somewhere in the middle, and that’s exactly what makes it addictive.
FAQs
Is Action only in Europe?
Yes, for now. The footprint covers 13 European countries, but the pace suggests they could eventually look beyond.
Do they sell online?
Sort of. The website shows products, but it’s not Amazon—you don’t fill a massive cart and check out. The point is to drive people into stores.
How cheap is “cheap”?
About two-thirds of items cost less than €2. That’s cheaper than a vending machine coffee in most cities.
The Bottom Line
Action is one of the rare retailers that’s managed to grow fast, stay profitable, and keep customers genuinely excited to shop there. From one Dutch shop to 3,000 stores in three decades, it’s not just a discount store—it’s a retail machine that knows exactly how to keep the surprise alive.
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