Netherlands: Action's turnover rises 14% in the first half of the year to € 8.3 billion due to growth in the number of customers
Discount Variety Retail Chain Action, the non-food discounter, grew strongly in the first half of 2026 as more customers visited the stores and price reductions had an effect. Net sales rose by 14% to € 8.3 billion. Like-for-like sales grew by 3.6%. On average, 22.7 million customers visited an Action store per week, an increase of 12% compared to last year. The store network was expanded to 3,423 stores in 15 countries. To support continued growth, Action created 4,464 new jobs in stores, distribution centers and offices. This means that the workforce grew by 6% compared to the same period last year.
To support customers in a time marked by economic uncertainty and pressure on the wallet, Action has lowered the prices of a large number of products and invested in the range. These investments contributed to higher sales volumes and further customer growth.
"At a time when many households are careful with their spending, we continue to focus on what matters most to our customers: good quality products at the lowest price," says Hajir Hajji, CEO of Action. " In line with our formula, we have lowered prices by passing on cost savings to our customers. These lower prices are catching on, as evidenced by our growing customer base and higher net sales. We are also proud to have been named a Favourite Brand among young consumers in Belgium. That underlines the relevance of our formula for a new generation."
Further store expansionAction has further expanded its store network in Europe to meet growing customer demand. In the first half of the year, Action opened 121 new stores, bringing the total to 3,423 stores. Action thus remains on track to open at least 400 stores by 2026.
In Italy, Action opened its first three stores in Sicily, expanding its presence in Italy to a new region with almost five million inhabitants and significant growth potential. These openings increased the number of stores in Italy to 241 and strengthened Action's national presence. Action also reached an important milestone in Slovakia with the opening of the 50th store, just three years after the first.
Strong demand for summer productsExceptionally high summer temperatures in Europe created a strong demand for seasonal products such as fans, beach towels, inflatable pools and barbecues, which allowed customers to fully enjoy the warm weather.
This demand was also visible in the summer range offered through Action's webshops in the Netherlands and Belgium. The rapid development of these platforms complements the stores, providing customers with access to an extensive range at Action prices.
Investing in quality and sustainabilityInvesting in product quality and sustainability remains a key priority for Action. Zenova's own sunscreen brand was named a test winner by leading consumer organisations in three countries and achieved strong results in other countries. This shows once again 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 in its entire private-label chocolate range in all countries – without increasing consumer prices. The first proceeds from this program have already been invested in projects in Côte d'Ivoire that improve the livelihoods of cocoa farmers, support the well-being of their children and increase the yield of the harvest.
Supporting local communitiesIn addition to the stores, Action invests in local communities. Together with the Johan Cruyff Foundation, Action opened new Cruyff Courts, in Spain with Pep Guardiola and in the Netherlands with Touzani. The Cruyff Courts inspire children to play sports and develop an active lifestyle.
Read more: Omzet Action stijgt 14% in eerste halfjaar naar € 8,3 miljard door groei aantal klanten - Action
Comments