Rogier van der Vat and Fabio Magnani Managing Director Dayes Europe B.V.

Our supplier Dayes delivers more than 500 different products on a daily basis to Action stores across Europe. To keep playing at our level, they must constantly innovate. Sustainable products play a significant role in this. Managing director Rogier van der Vat and Fabio Magnani from our supplier Dayes explain.   

How have you grown with Action?  

Rogier: "It sounds easy, just grow along, but this means that as a supplier you have to keep developing at the same pace - and that pace is very fast. You can't sit back. It doesn't work like that." Fabio: "As suppliers, we really grow along with Action, and apart from the fact that this is really unique, it also creates a mutual responsibility. We know very well from each other who we are, and what we need from each other. The relationship is just very solid.   

How would you describe the pace of Action?  

Rogier: "Action is very close to their customer and understands the customer very well. As a result, they can switch very quickly." Fabio: “If one of their buyers sees something interesting on TikTok in America, they can have it on the shelves here very quickly."  

And when it comes to sustainability, are you moving with Action in that as well?  

Rogier: “Definitely. For instance, incorporating more renewable resources. Fabio: “Like our biobased coffee face scrub, which is made from used ground coffee beans. The tube in which the scrub is sold is made of sugar cane.”   

Which developments will take place?  

Fabio: “It suits consumer demand to offer products you can use several times. Customers are increasingly looking for products that are less impactful for the environment. An example of reusable products we have launched with Action are a microfibre cloth that you can use to remove make-up and washable cotton pads. These products have a smaller environmental footprint and will be the big differentiator in the coming years."