European discount retailer Action achieved strong growth in 2025, recording net sales of €16 billion, up 16% on the previous year, and welcoming 21.6 million customers per week, compared with 18.7 million in 2024.
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The company opened 384 new stores, ending the year with 3,302 outlets across 14 countries. Expansion included eight new stores in Switzerland and six in Romania, demonstrating Action's ability to succeed in both high- and lower-income markets. CEO Hajir Hajji said, "Our strong formula actually works everywhere."
Action also expanded rapidly in Italy, Poland, and Germany, while its mature Dutch market saw continued sales growth despite fewer store openings. The retailer attributed some cost advantages to faster, cheaper supply from China following the US-China trade conflict.
The company emphasised that its logistics and supply chain investments have kept shelves stocked during rapid expansion, avoiding bottlenecks. Hajji also criticised resale of Action products online at inflated prices, noting it disadvantages customers.
Looking ahead, Action plans to continue European growth, opening more stores than in 2025 and entering two new markets, Croatia and Slovenia, while maintaining its focus on low prices and quality products.
Source: www.telegraaf.nl
