About Us

Our Story

At Action, it's all about small prices, big smiles.
For over 30 years, we've been surprising customers like you with an ever-changing range of products—always at the lowest prices.

We’re Just Getting Started

What began as a small store in Enkhuizen in 1993 has grown into Europe’s fastest-growing discount retailer.

Today, we operate over 3,000 stores across 13 countries, welcoming more than 18 million customers every week.

This Is Action

Action is the fastest-growing non-food discount retailer in Europe.
We take pride in offering high-quality, everyday products at unbeatable prices—and we love surprising our customers along the way.

Thanks to bulk purchasing, we're able to offer not only our own private labels but also premium name brands—always at the lowest possible prices.

From gifts to towels, underwear to cookware sets, and craft supplies to seasonal surprises—you’ll find everything you need for daily life, plus so much more.

Whether you’re looking to save money or simply want to stock up on essentials for less,
Action has you covered.

Did you know?

We operate over 3,000 stores across 13 countries and regions.

Our product range includes around 6,000 items, with 1,500 top-quality products priced under 2 Swiss Francs.

Every week, we surprise you with 150 new arrivals!

We celebrate each new season with amazing seasonal products.

We're committed to high-quality products, environmental protection, and social progress.

Great Quality, Great Prices

We take our responsibilities seriously.
By offering affordable prices and an ever-growing range of sustainable products, we’re committed to making sustainable living accessible to everyone.

Every day, we prove that high quality and low prices don’t have to be mutually exclusive—and our customers appreciate that.
In fact, across many European countries, we've been honored with multiple “Retailer of the Year” awards in various categories.