Appendix
People and Partnership
Planet and Product
The Action Story
Action in 2024
Message from our CEO
Governance
Action is a fast-growing non-food discount retailer that offers good quality and increasingly more sustainable products at the lowest prices. Thirty-one years after we were founded in the Netherlands, we now have more than 2,918 stores across Europe, and this number is growing fast. Customers visit Action stores to buy daily necessities like detergent and deodorant, or products that help make daily life easier or more enjoyable like candles and home decorations.
In 2024, we opened our first store in Portugal.
In another successful year for Action, we continued to grow – welcoming more customers, opening new stores, and making further strides in sustainability.
Our year in review
million
18.7
customers visited Action stores every week during 2024
An average of
In 2024, we recorded net sales of
€13.8
billion.
We have achieved consistent growth in sales for more than thirty years. On average, we welcomed 3.4 million more customers in our stores every week compared with the previous year. On a like-for-like basis, our sales in 2024 were up by 10.3%.
Customers, sales and awards
Action products continued to be recognised for their quality by customers and professionals alike. During the year, award winners included our Max & More eye shadow, A-Force AA batteries and Spectrum high gloss spray paint.
Award-winning products in 2024
Pure Soft Ultra Soft & Extra Strong toilet paper
Best-buy product in 4-5 ply category, Belgium
Spectrum high gloss spray paint
Product of the year, Netherlands
A-Force
AA batteries
Best-tested product by Radar, Netherlands
Zenova Sunmilk Sensitive 30 SPF
Best-buy product, Belgium
Spectrum 2-in-1 Satin Wood Lacquer White
Product of the year, Belgium
Max & More eye shadow
Product of the year, Belgium
352
new Action stores
During the year, we added
By the end of 2024, Action had
2,918
stores across 12 countries in Europe
In response to growing customer demand, we added new stores across Europe, including our first-ever in Portugal. Among our new stores were our 100th in Italy, our 50th in Spain and our third store in central Paris.
in operation across Europe.
15 distribution centres
Action now has
To support our stores, we also began operations at two new distribution centres in Spain and Italy, further extending our supply network.
Action stores and distribution centres
Action now employs
79,681
people at its stores, offices and distribution centres across Europe.
During 2024, we created a total of
10,641
new jobs
151
nationalities, we are as diverse as the communities where we work
With
During the year, we continued to invest in job and development opportunities for our colleagues, encouraging talent and offering a safe and inclusive work environment.
Our Action colleagues
During the year
3,507
of our colleagues were promoted.
In addition, we are using more sustainable natural resources. All our chocolate, cotton and timber products are now sustainably sourced, as well as the palm oil we use in our food products, drinks and candles.
We also installed energy-efficient LED lighting in all our stores and continue to increase our use of renewable energy sources like wind and solar power.
To reduce greenhouse gas emissions from our operations, all Action stores that are not dependent on outside heating sources are now gas-free and use renewable electricity wherever possible.
In 2024, we reduced the greenhouse gas emissions of our own operations by
Becoming increasingly sustainable
9%
Action is a fast-growing non-food discount retailer that offers good quality and increasingly more sustainable products at the lowest prices. Thirty-one years after we were founded in the Netherlands, we now have more than 2,918 stores across Europe, and this number is growing fast. Customers visit Action stores to buy daily necessities like detergent and deodorant, or products that help make daily life easier or more enjoyable like candles and home decorations.
In 2024, we opened our first store in Portugal.
In another successful year for Action, we continued to grow – welcoming more customers, opening new stores, and making further strides in sustainability.
Our year in review
We have achieved consistent growth in sales for more than thirty years. On average, we welcomed 3.4 million more customers in our stores every week compared with the previous year. On a like-for-like basis, our sales in 2024 were up by 10.3%.
In 2024, we recorded net sales of
€13.8
billion.
million
18.7
customers visited Action stores every week during 2024
An average of
Customers, sales and awards
Spectrum high gloss spray paint
Product of the year, Netherlands
Pure Soft Ultra Soft & Extra Strong toilet paper
Best-buy product in 4-5 ply category, Belgium
A-Force
AA batteries
Best-tested product by Radar, Netherlands
Spectrum 2-in-1 Satin Wood Lacquer White
Product of the year, Belgium
Max & More eye shadow
Product of the year, Belgium
Action products continued to be recognised for their quality by customers and professionals alike. During the year, award winners included our Max & More eye shadow, A-Force AA batteries and Spectrum high gloss spray paint.
Award-winning products in 2024
Zenova Sunmilk Sensitive 30 SPF
Best-buy product, Belgium
By the end of 2024, Action had
2,918
stores across 12 countries in Europe
In response to growing customer demand, we added new stores across Europe, including our first-ever in Portugal. Among our new stores were our 100th in Italy, our 50th in Spain and our third store in central Paris.
To support our stores, we also began operations at two new distribution centres in Spain and Italy, further extending our supply network.
in operation across Europe.
15 distribution centres
Action now has
352
new Action stores
During the year, we added
Action stores and distribution centres
During the year, we continued to invest in job and development opportunities for our colleagues, encouraging talent and offering a safe and inclusive work environment.
151
nationalities, we are as diverse as the communities where we work
With
During 2024, we created a total of
10,641
new jobs
During the year
3,507
of our colleagues were promoted.
Action now employs
79,681
people at its stores, offices and distribution centres across Europe.
Our Action colleagues
9%
We also installed energy-efficient LED lighting in all our stores and continue to increase our use of renewable energy sources like wind and solar power.
In 2024, we reduced the greenhouse gas emissions of our own operations by
9%
To reduce greenhouse gas emissions from our operations, all Action stores that are not dependent on outside heating sources are now gas-free and use renewable electricity wherever possible.
In addition, we are using more sustainable natural resources. All our chocolate, cotton and timber products are now sustainably sourced, as well as the palm oil we use in our food products, drinks and candles.
Becoming increasingly sustainable