Variety Discount Retail Chain Action (owned by 3i Group) has grown well, started in 1993 in the Netherlands, has now 1,700 stores in Europe, including 599 in France. The opening of a new store in the 19th arrondissement of Paris will allow the discounter to pass the 600 mark.
Established in France since 2012, the Dutch brand has grown since the opening of its first store in Courrières, Pas-de-Calais. This Thursday, it is the 600th stores that opens its doors on French territory and not the least, since it is the first in the capital. A key step that responds to new challenges "The objective, by opening a store in Paris, is to increase awareness of Action and reach a larger target. We are known in the provinces, but we also want to make ourselves known within the walls of the capital", explains Wouter De Backer, Managing Director of Action France.
Eco responsible discount
Action’s positioning in the market is clear: to offer quality products at low prices. But not only. Eco-responsibility is also at the heart of the establishment's concerns, which makes it a point of honor to market sustainable products. “People think that discount products and sustainable products are not compatible, we want to show the opposite and break with preconceived ideas on the subject,” continues Wouter De Backer. In 2020, 60% of paper and wood products marketed by Action came from sustainable sectors. The same goes for 76% of cotton put up for sale, promising figures which, according to the managing director, "should reach 100% by 2025".
While waiting for this date, it is the opening of the Parisian store that occupied everyone's minds on Wednesday, mobilizing the teams who put the latest products on the shelves. “We can't wait for this Action store to open. This is a real challenge for the establishment and we are convinced that we will be able to meet it, ”says Wouter De Backer. Office supplies, household cleaning products, toys, decoration, crafts, clothing, linens… The busy gondolas were able to welcome their new customers on Thursday.
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