Action in 2023
Action in 2023
The Action Story
Taking Action
Ethics & Governance
Appendix
Action is a fast-growing non-food discount retailer. Thirty years after it was founded, Action now has 2,566 stores across Europe, selling everything from household necessities like laundry detergent and toilet paper to products that make daily life easier or more enjoyable – always at the lowest price.
In what was a great year for Action, we made great strides in growing the company and reducing our environmental impact.
Our people and their commitment to customer service are the cornerstone of our success. By the end of 2023, we employed 69,040 people in our stores, distribution centres and offices. As a company, we have six clear values – these determine how we do business and how we work together. It’s our values that give us our distinctiveness as a business.
as at 31 December 2023
We opened our first store in Enkhuizen in the Netherlands back in 1993. On 31 December 2023, we operated 2,566 stores in the Netherlands and in ten other countries, supplied by a network of distribution centres.
In total, our stores offer 6,000 products and we always make sure we introduce 150 new products every week – a key part of the Action formula. As a discount retailer, we offer the lowest prices. Two-thirds of our products sell for less than €2. Our products fall into fourteen categories – from household and decoration to clothing, to garden & outdoor and personal care. Our range is made up of supplier brands, Action’s own private label, and well-known A-brands.
Every week, 15.3 million customers visit our stores. On average, we receive 9.6 million online visits per week to action.com and the Action app. Our app is now available in eight countries: the Netherlands, Spain, Belgium, France, Czech Republic, Portugal, Luxembourg and Slovakia. In 2023, it was downloaded 5.3 million times.
Among customers, our stores have a broad appeal. Though our customer base varies slightly per market, research shows a roughly even split in terms of age and education level.
Low
Middle
High
As we grow, we have to navigate several challenges in a complex operating environment.
Action is a fast-growing non-food discount retailer. Thirty years after it was founded, Action now has 2,566 stores across Europe, selling everything from household necessities like laundry detergent and toilet paper to products that make daily life easier or more enjoyable – always at the lowest price.
In what was a great year for Action, we made great strides in growing the company and reducing our environmental impact.
Our people and their commitment to customer service are the cornerstone of our success. By the end of 2023, we employed 69,040 people in our stores, distribution centres and offices. As a company, we have six clear values – these determine how we do business and how we work together. It’s our values that give us our distinctiveness as a business.
Cross-docks
Hubs
Distribution centres
as at 31 December 2023
We opened our first store in Enkhuizen in the Netherlands back in 1993. On 31 December 2023, we operated 2,566 stores in the Netherlands and in ten other countries, supplied by a network of distribution centres.
Belgium
215 stores
First store opened in 2005
Luxembourg
11 stores
First store opened in 2015
Spain
26 stores
First store opened in 2022
France
799 stores
First store opened in 2012
Distribution centres: Moissy, Verrières-en-Anjou, Belleville, Labastide and Ensuès-la-Redonne
Hubs: Le Havre, Martin-de-Crau
Germany
526 stores
First store opened in 2009
Distribution centres: Biblis and Peine
Netherlands
414 stores
First store opened in 1993
Distribution centres: Zwaagdijk-Oost and Echt
Cross-docks: Tilburg
Czech Republic
63 stores
First store opened in 2020
Poland
322 stores
First store opened in 2017
Distribution centres: Osła, Zakroczym and Bieruń
Hubs: Wrocław
Italy
67 stores
First store opened in 2021
Austria
108 stores
First store opened in 2015
Slovakia
15 stores
First store opened in 2023
Distribution centres: Bratislava
In total, our stores offer 6,000 products and we always make sure we introduce 150 new products every week – a key part of the Action formula. As a discount retailer, we offer the lowest prices. Two-thirds of our products sell for less than €2. Our products fall into fourteen categories – from household and decoration to clothing, to garden & outdoor and personal care. Our range is made up of supplier brands, Action’s own private label, and well-known A-brands.
& Hobby
Entertainment
Cleaning
& Goods
Outdoor
& Drink
(DIY)
Every week, 15.3 million customers visit our stores. On average, we receive 9.6 million online visits per week to action.com and the Action app. Our app is now available in eight countries: the Netherlands, Spain, Belgium, France, Czech Republic, Portugal, Luxembourg and Slovakia. In 2023, it was downloaded 5.3 million times.
Among customers, our stores have a broad appeal. Though our customer base varies slightly per market, research shows a roughly even split in terms of age and education level.
Low
Middle
High
As we grow, we have to navigate several challenges in a complex operating environment.
