Appendix
People and Partnership
Planet and Product
The Action Story
Action in 2024
Message from our CEO
Governance
Hajir Hajji CEO, Action
"With the opening of our first store in Portugal, we now operate in 12 European countries. We continued to offer quality products at the lowest prices to our customers, and our commitment to affordability resonated more than ever."
Key drivers of growth
Our success in 2024 was driven by four key elements:
1. Store and country expansion:
Our expansion strategy led to the addition of 352 stores across our markets, including Portugal, emphasising the potential in newer Action markets like Italy and Spain.
2. Flexible offering of daily necessities:
We continued to offer a product assortment that meets the needs of our customers, with a particular focus on daily necessities. Our flexible and relevant range of products results in increased customer loyalty and frequency of visits.
3. Always the lowest price:
Our commitment to maintaining the lowest prices in the market remained a core component of our customer proposition. This consistent focus on affordability allowed us to attract price-sensitive customers.
4. Motivated and dedicated employees:
At the end of 2024, we employed 79,681 dedicated team members, whose hard work and commitment to customer service have been instrumental to our success. We are particularly proud that 3,507 employees were promoted, as we nurture talent and support career development. By investing in our people, we continue to build an inclusive and dynamic workplace where talent can thrive.
Looking ahead
As we move into 2025 and beyond, we remain focused on our growth. We plan to access two new markets – Switzerland and Romania – and we are confident in our ability to open circa 370 new stores this year, further strengthening our market presence and reaching more customers across Europe.
We will continue to invest in our people, enhance our supply chain capabilities, and lead with purpose by maintaining our commitment to sustainability. Our strategic priorities are clear: growth, efficiency, and delivering exceptional value to our customers.
I wish to extend my gratitude to our shareholders for their unwavering trust and support, to our partners for their collaboration, and to our customers for their loyalty. Together, we are building a stronger, more resilient company poised for continued success.
Thank you for being part of our journey.
Sincerely,
Hajir Hajji
CEO, Action
10.3%
like-for-like sales growth
352
stores added
10,641
new jobs
Dear reader,
First and foremost, I want to acknowledge the tragic incident that took place in one of our stores in the Czech Republic on 20 February 2025, where we lost two valued colleagues. This heartbreaking event has deeply affected us all, and our thoughts are with the families, friends, and colleagues of those we lost. We are providing all necessary support to those impacted and remain committed to ensuring the safety and well-being of our colleagues across all our locations.
Reflecting on 2024, I am proud to report a year of strong growth and progress for Action. With the opening of our first store in Portugal, we now operate in 12 European countries. We continued to offer quality products at the lowest prices to our customers, and our commitment to affordability resonated more than ever.
Our performance this year was highlighted by a like-for-like sales growth of 10.3%. This good result across all our markets reflects the effectiveness of our customer proposition, our continued focus on affordability and quality, and our strategic investments in the growth of our company. It demonstrates our ability to grow customer loyalty in a competitive retail environment.
One of our most significant achievements was the addition of 352 stores across our markets. We wish to bring the Action experience closer to customers and make it more convenient. Notably, in younger Action markets like Italy and Spain, we continue to see strong potential and customer demand.
Our market entry into Portugal, our 12th market in Europe, reflects our commitment to growth and our confidence in the potential of the Portuguese market. The initial response from customers has been very positive, and we are excited to continue building our presence in this dynamic and vibrant country.
To support our rapid expansion and enhance operational efficiency, we also opened two new distribution centres – one in Italy and one in Spain. These facilities strengthen our supply chain infrastructure, enabling us to serve our growing store network with greater speed and efficiency while reducing logistical costs.
"With the opening of our first store in Portugal, we now operate in 12 European countries. We continued to offer quality products at the lowest prices to our customers, and our commitment to affordability resonated more than ever."
Hajir Hajji CEO, Action
Key drivers of growth
Our success in 2024 was driven by four key elements:
1. Store and country expansion:
Our expansion strategy led to the addition of 352 stores across our markets, including Portugal, emphasising the potential in newer Action markets like Italy and Spain.
2. Flexible offering of daily necessities:
We continued to offer a product assortment that meets the needs of our customers, with a particular focus on daily necessities. Our flexible and relevant range of products results in increased customer loyalty and frequency of visits.
3. Always the lowest price:
Our commitment to maintaining the lowest prices in the market remained a core component of our customer proposition. This consistent focus on affordability allowed us to attract price-sensitive customers.
4. Motivated and dedicated employees:
At the end of 2024, we employed 79,681 dedicated team members, whose hard work and commitment to customer service have been instrumental to our success. We are particularly proud that 3,507 employees were promoted, as we nurture talent and support career development. By investing in our people, we continue to build an inclusive and dynamic workplace where talent can thrive.
Looking ahead
As we move into 2025 and beyond, we remain focused on our growth. We plan to access two new markets – Switzerland and Romania – and we are confident in our ability to open circa 370 new stores this year, further strengthening our market presence and reaching more customers across Europe.
We will continue to invest in our people, enhance our supply chain capabilities, and lead with purpose by maintaining our commitment to sustainability. Our strategic priorities are clear: growth, efficiency, and delivering exceptional value to our customers.
I wish to extend my gratitude to our shareholders for their unwavering trust and support, to our partners for their collaboration, and to our customers for their loyalty. Together, we are building a stronger, more resilient company poised for continued success.
Thank you for being part of our journey.
Sincerely,
Hajir Hajji
CEO, Action
10,641
new jobs
10.3%
like-for-like sales growth
352
stores added
Dear reader,
First and foremost, I want to acknowledge the tragic incident that took place in one of our stores in the Czech Republic on 20 February 2025, where we lost two valued colleagues. This heartbreaking event has deeply affected us all, and our thoughts are with the families, friends, and colleagues of those we lost. We are providing all necessary support to those impacted and remain committed to ensuring the safety and well-being of our colleagues across all our locations.
Reflecting on 2024, I am proud to report a year of strong growth and progress for Action. With the opening of our first store in Portugal, we now operate in 12 European countries. We continued to offer quality products at the lowest prices to our customers, and our commitment to affordability resonated more than ever.
Our performance this year was highlighted by a like-for-like sales growth of 10.3%. This good result across all our markets reflects the effectiveness of our customer proposition, our continued focus on affordability and quality, and our strategic investments in the growth of our company. It demonstrates our ability to grow customer loyalty in a competitive retail environment.
One of our most significant achievements was the addition of 352 stores across our markets. We wish to bring the Action experience closer to customers and make it more convenient. Notably, in younger Action markets like Italy and Spain, we continue to see strong potential and customer demand.
Our market entry into Portugal, our 12th market in Europe, reflects our commitment to growth and our confidence in the potential of the Portuguese market. The initial response from customers has been very positive, and we are excited to continue building our presence in this dynamic and vibrant country.
To support our rapid expansion and enhance operational efficiency, we also opened two new distribution centres – one in Italy and one in Spain. These facilities strengthen our supply chain infrastructure, enabling us to serve our growing store network with greater speed and efficiency while reducing logistical costs.