Netherlands: More customers drive Action’s first-half net sales up 14% to €8.3 billion
- DRC Discount Retail Consulting GmbH
- 1d
- 3 min read
Discount Variety Retail Chain Action, the non-food discounter, delivered strong growth in the first half of 2026 as more customers visited its stores and price reductions gained traction. Net sales increased 14% to €8.3 billion, while like-for-like sales grew 3.6%. The company welcomed an average of 22.7 million customers per week, up 12% year-on-year. Action expanded its store network to 3,423 stores across 15 countries. To support its continued growth, Action created 4,464 new jobs across its stores, distribution centres and offices compared with the same period last year, increasing its workforce by 6% year on year.
To help customers facing economic uncertainty and pressure on household budgets, Action reduced prices on a significant number of products and continued to invest in its assortment. This supported higher sales volumes and attracted more customers.
“At a time when many households are carefully managing their spending, we remain focused on what matters most to our customers: good-quality products at the lowest price,” said Hajir Hajji, CEO of Action. “In line with our formula, we reduced prices by passing on cost savings. These lower prices are resonating with customers, as reflected in our growing customer base and higher net sales. We are also proud to have been named ‘Favourite retail brand’ among young consumers in Belgium, highlighting the relevance of our formula for a new generation.”
Continued store expansionAction further expanded its store network across Europe to meet growing customer demand, adding 121 stores and bringing the total to 3,423. The company remains on track to add at least 400 stores in 2026.
In Italy, Action opened its first three stores in Sicily, extending its presence to a new region with almost five million inhabitants and significant growth potential. These openings increased the number of Italian stores to 241, strengthening Action’s nationwide presence. In Slovakia, Action’s 50th store marks an important milestone just three years after entering the market.
Strong demand for summer productsExceptional summer temperatures across Europe boosted demand for seasonal products such as fans, beach towels, inflatable pools and barbecues, helping customers make the most of the warm weather.
This demand was also reflected in the summer assortment offered through Action’s web shops in the Netherlands and Belgium. The rapid development of these platforms complements in-store shopping by offering customers an extended range at Action prices.
Investing in quality and sustainabilityInvesting in product quality and sustainability remains a key priority for Action. Its private-label sun cream brand, Zenova, was named test winner by leading consumer associations in three countries and achieved strong results in others, demonstrating that quality and low prices can go hand in hand.
Action is also the first international retailer to pay the Fairtrade Living Income Reference Price for cocoa across its entire private-label chocolate assortment in all markets, without increasing consumer prices. The first funds from the programme have already been invested in projects in Côte d’Ivoire that improve farmer livelihoods, support child wellbeing and increase crop yields.
Supporting local communitiesBeyond its core business, Action invests in local communities. Together with the Johan Cruyff Foundation, new Cruyff Courts were opened in Spain by Pep Guardiola and in the Netherlands by Touzani, inspiring children to play sports and lead active lifestyles.
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