Discount retailer Action has reported another year of strong growth in 2025, with record sales, rapid store expansion and further progress on sustainability, while also reflecting on one of the darkest moments in its history.
© Action
In its Action Update 2025, the company said it welcomed more customers than ever before, with an average of 21.6 million weekly visitors, up from 18.7 million in 2024. Net sales rose by 16% to a record €16 billion, while operating EBITDA increased by 14%. Action added 384 stores during the year, bringing its total network to 3,302 stores across 14 European countries, and entered two new markets: Switzerland and Romania.
CEO Hajir Hajji said: "Our belief in the Action formula and culture remains unchanged." She added: "If there is one lesson from 2025, it is that this year once again proved why Action's commitment to offering good-quality products at the lowest price matters more than ever."
The retailer said consumers were increasingly focused on value amid economic uncertainty. "Our customers rely on us for the products they need at prices they can afford. Action increasingly occupies a central place in their daily lives," Hajji said.
The report also addresses a fatal stabbing at an Action store in Hradec Králové, Czech Republic, on 20 February 2025, in which two employees, Iveta Steklíková and Eliška Kmoníčková, were killed. Hajji stated: "As a retailer, we operate at the heart of society." The company said it launched support initiatives for the families and colleagues involved and would continue to prioritise safety and security.
Alongside commercial growth, Action highlighted progress in its sustainability programme. In 2025, its near-term science-based greenhouse gas emissions targets were validated by the Science Based Targets initiative, aligned with limiting global warming to 1.5°C. The company also raised its own operational emissions reduction target to 75% by 2030 compared with 2021 levels.
The retailer said more than 99% of all cocoa, cotton, timber, palm oil and coffee used in its private and white label products was certified sustainable by the end of the year. It also continued partnerships supporting children and local communities, including SOS Children's Villages, the Johan Cruyff Foundation and the Princess Máxima Center Foundation.
Looking ahead, Action said it plans further store openings in 2026, including first entries into Croatia and Slovenia, and is preparing for a possible first US store in late 2027 or early 2028.
More information:
Action
www.action.com
