Netherlands: Robust first quarter growth Action and exciting start in Switzerland

Discount Retail Variety Chain Action’s net sales increased by 17.2% to €3.5 billion in the first quarter of 2025 compared to the first quarter last year. Like-for-like sales growth was 6.2%. Action now welcomes an average of 19.7 million customers every week, 2.9 million more than in the same period last year.

Action added 49 stores, bringing the total number of stores to 2,967. Action is on track to achieve its target to add at least one store per day on average in 2025 and circa 370 stores in total, with the number of openings accelerating as the year progresses. Action expects to reach the milestone of 3,000 stores in the second quarter of 2025, which will be celebrated with customers, colleagues and suppliers.

Action CEO Hajir Hajji: “The world is experiencing a volatile and uncertain start to 2025. Amid these market conditions, we see consumers continuing to turn to Action for their daily necessities and household purchases. Our unique formula of good quality products at the lowest price combined with our progress in sustainability are the main drivers of our rapid growth and works everywhere. We saw this again when we opened our first three stores in Switzerland, which customers visited in record numbers.”

First stores Switzerland

On 5 April, Action opened its first store in Switzerland, the 13th country in which Action operates. The store in Bachenbülach, near Zurich, opened to overwhelming interest from customers. With record sales on the opening day, which continued in the days that followed, Switzerland looks just as promising as the existing Action countries.

Since opening the first store in Bachenbülach, Action already opened two more stores, bringing the current number of Action stores in Switzerland to three. Additionally, Action plans to open a first store in Romania in the autumn this year.

Action once again France’s Favourite Retail Brand

On 3 April, EY Parthenon in France once again announced Action as the favourite brand of French consumers across all retail sectors (‘Enseigne Préférée des Français’) for the third consecutive year. Action, which was the first non-French company ever to receive this recognition, had a record fan rate of 48.8% this year – the highest ever for a retailer since the study was launched. Action opened its first store in France in 2012. France has become Action’s largest market with 862 stores at the end of the quarter, adding three stores in the last quarter.

Action Sustainability Event

As part of its strategy, Action wants to make sustainability accessible. Through the Action Sustainability Programme the company is making progress in four areas: people, planet, product and partnership. Action is organising a sustainability event for media on 12 June 2025 to present the progress of its sustainability programme.

Read more: Robust first quarter growth Action and exciting start in Switzerland - Action

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