A Dutch disount retailer continues to dominate the European retail market. The non-food discounter saw sales rise by as much as 16 percent, reaching a record €16 billion by 2025. As the chain prepares to enter the United States, its European expansion continues at an unprecedented pace. 
© Action
Action also stocks furniture, such as this designer TV cabinet.
The 2025 annual figures, published today, show that the Zwaagdijk-Oost–based Dutch discount retailer Action is far from reaching its ceiling. With an average of 21.6 million customers per week and organic (like-for-like) sales growth of 4.9 percent, Action strengthened its position as the market leader in the discount segment. Operating profit (EBITDA) rose 14 percent to €2,367 million.
Expansion Drive
In 2025, Action added 384 new stores to its portfolio, bringing the total to 3,302 shops in 14 countries by year-end. For 2026, the target is even higher: at least 400 new openings are planned.
International growth continues with entry into Croatia and Slovenia in 2026, followed by Bulgaria as its 17th market in 2027. The most striking development, however, is the move outside Europe. After a thorough market study, Action is preparing to launch in the United States, with the first store expected to open in the southeast US in late 2027 or early 2028. The goal is 100 US stores by the end of 2030.
Sustainability
Alongside strong growth, Action is progressing in its sustainability program, increasingly important to suppliers in the interior and non-food sectors. By the end of 2025, more than 99 percent of sourced cotton and wood products (own-brand) were certified sustainable.
The retailer has also completely banned PVC and black plastic from primary packaging in its permanent range. The share of recycled plastic in own-brand products rose to 37 percent, surpassing Action's targets.
"Proud of the formula"
CEO Hajir Hajji reflected on the year: "We have become a trusted shopping destination for millions of customers in 14 countries. These results reflect who we are: a company that cares about its customers and colleagues by offering quality products at the lowest price."
To support further growth, Action will open three new distribution centres in Italy, Spain, and France in 2026, strengthening its logistics backbone for Europe and, in time, North America.
Figures at a glance:
- Net sales 2025: € 16 billion (+16%)
- Number of shops at the end of 2025: 3,302
- New jobs created: 4,565
- New markets 2026: Croatia and Slovenia
- Planned US launch: late 2027 / early 2028
More information:
Action
www.action.nl
