Like-for-like sales grew by 4.9%, driven primarily by a continued rise in customer numbers. On average, 21.6 million customers per week shopped at Action stores in 2025, up from 18.7 million the previous year.
Action continued its rapid expansion, exceeding its target of opening at least one store per day. In total, the retailer added 384 new stores, ending the year with 3,302 locations across 14 countries. The company also entered Switzerland and Romania, closing 2025 with eight stores in Switzerland and six in Romania.
“Over the past year, we once again delivered on our promise to offer good-quality products at the lowest price. As many households face rising costs and economic uncertainty, they rely on us for the products they need. Others simply choose not to spend more than necessary. This is reflected in our solid customer growth,” says Hajir Hajji, CEO of Action.
Looking ahead, Action plans to maintain its expansion pace in 2026, with more store openings than in 2025 and two additional market entries in Croatia and Slovenia.
Employment and workforce development
Growth was accompanied by a significant increase in employment. Action now employs 84,246 people, having created 4,565 new jobs in 2025 alone. Internal development remains a key focus, with 3,705 employees promoted during the year. The workforce represents 166 nationalities, reflecting the diversity of the markets in which the company operates.
Results from the company’s biennial employee engagement survey indicate that staff engagement continues to rise and remains well above retail industry benchmarks.
Sustainability efforts
In 2025, Action’s short-term emissions reduction targets were validated by the Science Based Targets initiative (SBTi), confirming alignment with the Paris Agreement’s 1.5°C climate goal. The retailer also expanded its social partnerships, including support for child welfare initiatives, extended its collaboration with Fairtrade, and became the first international retailer to guarantee a living income for cocoa farmers involved in producing its private-label chocolate.
Action will publish its Action Update 2025 performance report, including sustainability progress, on 26 March 2026.
