- Net sales in 2023 increased by 27.8% to 11.3 billion euros.
- The network recorded an increase in like-for-like sales of 16.7%, mainly due to an increase in the number of customers in previously opened stores.
- Action opened 303 new facilities; a total of 2,566 stores in 11 European countries, serving an average of 15.3 million customers per week.
- The first store in Portugal will be opened in February this year.
Action, a Dutch non-food discount store, achieved net sales of 11.3 billion euro in 2023, which is an increase of 27.8% compared to the previous year. The potential of the Action network is demonstrated by the increase of sales in comparable stores, measured by the like-for-like index, by 16.7%. This result was achieved mainly due to a larger number of customers shopping in functioning stores. Last year, the network opened 303 new facilities, and every week Action is visited by an average of 15.3 million customers.
In 2023, the Action store network celebrated several milestones. The brand opened its 500th store in Germany, 300th store in Poland, and 100th store in Austria last year. In France, Action was recognized as the favorite retailer of the French[1] (fr. Enseigne Préférée des Français 2023), and in early January 2024, it opened its 800th store in France. The development of the brand also means creating new jobs. By the end of 2023, the company employed 69,040 people, an increase of 8,988 compared to the previous year.
The company is also expanding its online activity and focuses on providing customers with product information and inspiration for successful shopping in physical stores. It should be added that the network’s engagement in customer relations through social media is constantly increasing. Moreover, Action expanded its e-commerce offer, which was launched in the Netherlands in 2021 and has now also covered Belgium.
“Our sales growth this year confirms the importance of the Action formula to our customers. Our product offerings, which make daily life easier and more enjoyable, and are at the same time available at attractive prices, are very popular. Last year, we were also able to reduce the prices of over 2500 products, which has been well received by consumers. It is worth adding that at Action, our main focus is on making our customers happy. Therefore, I would like to sincerely thank all employees for their tremendous effort put into achieving this goal” – emphasizes Hajir Hajji, CEO of Action.
Action Expands to Portugal
Action will open its first store in Porto in February this year. Portugal will be the twelfth country where the Dutch non-food discount store operates. Due to planned store openings, customers across Portugal will be able to experience the benefits of shopping at Action, just like many other European consumers.
Action’s Sustainable Development Program
In 2023, Action continued its own sustainable development program. The company introduced its first fully circular product: a storage bin made from recycled plastic. In addition to a pilot project for e-vehicles in the Netherlands and Germany, 150 of Action’s own trucks in the Netherlands are now running on HVO 100 fuel, reducing emissions by up to 90% compared to fossil fuels. The brand remains on track to achieve its 2030 target of reducing CO2 emissions from its own operations (Scope 1-2) by 60% in 2030 compared to the 2021 baseline, while taking the company’s growth into account.
Action will present a comprehensive update in March 2024.
[1] According to the EY-Parthenon study conducted in January 2023.
