welcome
about action
action in 2021
SUSTAINABILITY
PEOPLE
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Every day Action
We work together with our employees and suppliers to surprise our customers with daily essentials and other products. Our simple and efficient business model allows us to combine quality and sustainability with low prices.
Action is the fastest growing non-food discounter in Europe, offering 12 million customers an ever-changing variety of 6,000 products in 2,000 stores every week. Another 8 million customers visit action.com each week. The essence of Action: Small prices. Big smiles. Feeling good.
Our assortment offers daily essentials as well as products across a range of categories that are important to our customers and their families in their day-to-day lives. We want to make sure our customers feel good about their visit to our stores.
We are proud to offer quality at the lowest possible price. Our low prices mean accessibility across a range of customer groups. People from all walks of life visit our stores. The Action store appeals to a very broad range of customers, from people on a budget, to those who just enjoy access to great value across a range of everyday items.
Action started almost 30 years ago with one small store in Enkhuizen, the Netherlands - and has been on an amazing journey ever since. We continue to grow across Europe and opened our 2,000th store in Prague on 20 January 2022.
We can offer our assortment at small prices because of our focused range of 14 different categories. This allows us to buy large volumes from our suppliers and partners in Europe and Asia. Efficiency is part of our DNA, and our business model is both simple and efficient.
How we work at
to benefit our customers
Action is continuously strengthening and investing in its customer proposition and operating model. Our company culture is about everyday improvement, cutting out unnecessary costs and delivering efficiency with a focus on simplicity and standardised processes. Many of our suppliers have worked with us for a long time – some since the beginning. We develop together and offer opportunities for new exciting products for our expanding network of stores and growing audience of customers.
Action delivers big smiles because our customers truly love Action. What our customers say makes them feel good is that Action offers an ever-changing assortment of daily essentials as well as surprising new products, tailored to seasonal needs.
Our people are the backbone of Action. We ensure they feel good about working at Action. Our colleagues say they enjoy: the teamwork, customer focus, working with their leaders and feeling proud to be associated with our brand.
We provide work for a large and growing number of people in ten European countries. Nearly 68,000 people from 124 nationalities are employed by or through Action. We offer everyone a chance to work at Action, regardless of education, gender, ability or background.
We continue to improve our products in terms of quality and sustainability, without compromising on low prices and a surprising assortment. Sustainable sourcing and production are key to our future and responsible growth. Our simple and efficient business model, combined with our increasing scale, allows us to combine quality and sustainability with low prices. Action has the scale and the opportunity to provide our customers with good, responsible value at the lowest price, demonstrated by an increasing number of sustainable products on our shelves.
We are a healthy, financially stable non-food discounter. We offer 1,500 articles for less than €1 and the average selling price of our entire range is €2. We are happy to see our customers leave our stores knowing that they did their shopping at the lowest possible price. In 2021, Action invested €183 million in the expansion of the store network, distribution centres and infrastructure. In this way, we are also able to invest in our employees and their careers, in our systems, and in new and increasingly sustainable products.
The customer is at the heart of everything Action does. Action has a simple business model that works – for our customers, employees and shareholders. We are proud to play our part in offering low-cost quality to a very broad range of customer groups. As a non-food discounter we must stick to our formula and never forget to put the customer first - making sure that they keep coming back. And they do.
We are a healthy, financially stable non-food discounter. We offer 1,500 articles for less than €1 and the average selling price of our entire range is €2. We are happy to see our customers leave our stores knowing that they did their shopping at the lowest possible price. In 2021, Action invested €183 million in the expansion of the store network, distribution centres and infrastructure. In this way, we are also able to invest in our employees and their careers, in our systems, and in new and increasingly sustainable products.
The customer is at the heart of everything Action does. Action has a simple business model that works – for our customers, employees and shareholders. We are proud to play our part in offering low-cost quality to a very broad range of customer groups. As a non-food discounter we must stick to our formula and never forget to put the customer first - making sure that they keep coming back. And they do.
As part of our sustainability commitment, we are reviewing our entire portfolio to identify any changes that are needed to improve the circularity of our products. Action embraces the philosophy of a circular operation: a system that works towards a reduction of our ecological footprint by using sustainably sourced materials. Our products should be designed to last. That is what we continue to strive for.
We continue to improve our products in terms of quality and sustainability, without compromising on low prices and a surprising assortment. Sustainable sourcing and production are key to our future and responsible growth. Our simple and efficient business model, combined with our increasing scale, allows us to combine quality and sustainability with low prices. Action has the scale and the opportunity to provide our customers with good, responsible value at the lowest price, demonstrated by an increasing number of sustainable products on our shelves.
Our people are the backbone of Action. We ensure they feel good about working at Action. Our colleagues say they enjoy: the teamwork, customer focus, working with their leaders and feeling proud to be associated with our brand.
We provide work for a large and growing number of people in ten European countries. Nearly 68,000 people from 124 nationalities are employed by or through Action. We offer everyone a chance to work at Action, regardless of education, gender, ability or background.
We believe candles, notebooks and home decoration can be as essential to a customer as laundry detergent, toothpaste or underwear.
It is the element of surprise and fun, combined with good quality at the lowest price, that makes customers feel they have access to what they need for their homes or as a present for family, friends or themselves. In addition to Action private labels and supplier-branded items, we offer products from 380 popular consumer brands, including Philips, Panasonic, Coca-Cola, Pampers, Nivea, Dove and Rexona.
Action delivers big smiles because our customers truly love Action. What our customers say makes them feel good is that Action offers an ever-changing assortment of daily essentials as well as surprising new products, tailored to seasonal needs.
Action is continuously strengthening and investing in its customer proposition and operating model. Our company culture is about everyday improvement, cutting out unnecessary costs and delivering efficiency with a focus on simplicity and standardised processes. Many of our suppliers have worked with us for a long time – some since the beginning. We develop together and offer opportunities for new exciting products for our expanding network of stores and growing audience of customers.
to benefit our customers
How we work at
We are efficient in how we buy, transport, store and sell our Action assortment. Our assortment categories cover the key areas of our customers’ interests: daily essentials, family, home and hobbies. But we deliberately keep our assortment and stock limited. All Action stores offer an almost identical assortment. Our stores are mostly located just off the high street, yet are always easy to find.
We can offer our assortment at small prices because of our focused range of 14 different categories. This allows us to buy large volumes from our suppliers and partners in Europe and Asia. Efficiency is part of our DNA, and our business model is both simple and efficient.
Our assortment offers daily essentials as well as products across a range of categories that are important to our customers and their families in their day-to-day lives. We want to make sure our customers feel good about their visit to our stores.
We are proud to offer quality at the lowest possible price. Our low prices mean accessibility across a range of customer groups. People from all walks of life visit our stores. The Action store appeals to a very broad range of customers, from people on a budget, to those who just enjoy access to great value across a range of everyday items.
Action started almost 30 years ago with one small store in Enkhuizen, the Netherlands - and has been on an amazing journey ever since. We continue to grow across Europe and opened our 2,000th store in Prague on 20 January 2022.
Action is the fastest growing non-food discounter in Europe, offering 12 million customers an ever-changing variety of 6,000 products in 2,000 stores every week. Another 8 million customers visit action.com each week. The essence of Action: Small prices. Big smiles. Feeling good.
We work together with our employees and suppliers to surprise our customers with daily essentials and other products. Our simple and efficient business model allows us to combine quality and sustainability with low prices.
Every day Action
