Action closed 2025 with net sales of €16 billion, up 16% year-on-year, and operating EBITDA of €2,367 million (+14%). The company now operates 3,302 stores across 14 European countries, serving a weekly average of 21.6 million customers.
Reflecting on 2025, Action CEO Hajir Hajji commented: “In 2025, our teams across Europe worked tirelessly to serve more customers than ever before. We have become a trusted shopping destination for millions of customers in 14 countries, and the number of people discovering the Action formula continues to grow rapidly. At the same time, I am proud of the progress we made together through our sustainability initiatives. These achievements reflect who we are: a company that cares deeply about its customers and the colleagues who welcome them every day with good-quality products at the lowest price.”
The US move follows a completed market study the company says demonstrates clear potential for its discount formula. Action is currently building a dedicated US organization, pairing local hires with experienced internal leadership. The goal is 100 stores by end of 2030, based on the measured, step-by-step approach used in its European rollout.
Before the launch in the States, Action is continuing its European expansion. To meet growing customer demand, Action plans to add at least 400 stores to its network in 2026 and enter two new markets. On 11 March, Action opened its first store in Croatia, followed by a second store eight days later. Initial customer response has been very positive, with long queues forming outside the stores.
After the summer, Action also plans to open its first store in Slovenia. To support its expansion, Action will open three new distribution centers in 2026, located in Italy, Spain and France.
