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Action opens first store in Portugal

The fastest growing discounter in Europe started 30 years ago in the Netherlands and today has over 2500 stores in 11 countries. The company secures over 60,000 jobs and employs staff from over 130 nations. The opening in Portugal is planned for February 2024.

The company’s business model is based on a broad, flexible range of products at low prices away from the high street. In addition to food, products are also offered in 14 categories – including decoration, DIY, toys & multimedia, household goods, garden & outdoor articles, personal care, fashion and home textiles. These include over 70 own brands that regularly receive awards. Around 500 well-known brands are on offer – the average retail price is estimated at 2.20 euros. The approximately 6000 products in one store are characterized by a good price-performance factor. In addition to the weekly product range, the surprise assortment ensures that customers keep coming back. The increasing price awareness of customers supports the expansion plans of discount retailers.

The development of Action:


Action has made it its mission to offer products that can be sourced responsibly: 90% of cotton products and wood products come from sustainable sources. The company also committed to reducing emissions from its operations by 60% by 2030. To support this, a pilot project was launched with four electric trucks in two of the 13 distribution centers. In addition, 95% of the stores have been equipped with energy-efficient LED lighting.

The net sales of Action, headquartered in Zwaagdijk-Oost in the Netherlands, amounted to 8.9 billion euros in 2022.


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