Action is the fastest growing non-food discount retailer in Europe, drawing consumers in with its ever changing range of products at accessible prices

16 februari 2024
Action header

Action is the fastest growing and leading non-food discount retailer in Europe. Established in 1993 with a small store in the Netherlands, the brand supplies its customers with everyday essentials and household goods at low prices, changing its assortment regularly to surprise its customers.

Action now has over 2,000 stores in 10 countries. In 2021 it was ranked the 13th most valuable Dutch brand by Kantar BrandZ and welcomed 12 million customers to stores and 8 million to its website every week. Since then Action has grown its sales by 30% to 8.9 billion Euros in 2022.

Graph Action 

Soucre: Kantar BrandZ, Action, General Retailers, Netherlands, 2021


With 6,000 products on offer across 14 different product categories, from technology to pet products, and an increasingly accessible store presence, Action has created very strong connections with consumers.

Only 35% of Action’s product range remains fixed. The brand introduces 150 new products every week, encouraging shoppers to return regularly, fulfilling its promise of ‘small prices, big smiles’ and enhancing its free spirit personality.

At the heart of Action’s business model is providing good quality products at low prices to attract a wide range of customers.

Whilst Action’s equity is stronger amongst lower income consumers, it is perceived as a great value brand across markets.

Our BrandZ 2023 report presents many success stories of other great brands. Curious about the highest rising brand since 2021 and and the value of building strong equity? Download the BrandZ 2023 report


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