Number of Action stores 2018, by country

Founded in 1993, Action is a Dutch discount retailer selling low budget food and non-food products. Over the last few years, the retail chain has expanded exceptionally fast. Between 2016 and 2018, over 470 new stores were opened across Europe. Action currently owns over 1,300 stores in seven countries. About one third of these stores were located in France. In its home country the Netherlands, Action operated nearly 380 stores.

 Conquering Europe 

  The impressive expansion of Action across the European continent in the last few years was matched with an equally impressive growth in sales revenue. Whereas in 2013 revenue was valued at roughly 1.2 billion euros, just five years later this had increased to over 4.2 billion, roughly 3.5 times as much. The like-for-like sales growth in this period amounted to over three percent a year in this period. The increase was particularly striking in 2015, when Action saw a 7.6 percent sales growth.

International expansion

  At this point, Action is mostly focusing on growth outside the borders of the Netherlands. In the last four years, just 37 new stores were opened in its country of origin. By comparison, the number of stores in Belgium nearly tripled between 2013 and 2018, from 68 in 2013 to over 160 now. And unless a radical change in strategy occurs, further international expansion is likely.  

Number of Action stores in 2018, by country

Number of stores
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Release date

March 2019



Survey time period


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Statistics on "Retail trade in the Netherlands "

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