Action sets record with 384 new stores, expands to 14 countries

Action set another record last year by opening a large number of new stores, the company said on Thursday. On average, the retailer added at least one store every day, fueling strong overall growth.

In 2025, Action opened 384 stores, pushing its total beyond 3,300 locations. The company also expanded into Switzerland and Romania for the first time, making the discount chain active in 14 countries.

The expansion of new stores significantly boosted customer traffic. Weekly, Action welcomed an average of 21.6 million shoppers, compared with 18.7 million in 2024. “Even our established stores experienced higher visitor numbers,” noted CEO Hajir Hajji.

Action’s sales climbed over 16 percent to 16 billion euros, fueled by higher customer traffic. “With rising expenses and economic uncertainty, many families turn to Action for the products they require,” Hajji explained.

Following the launch of its first stores in Switzerland and Romania, Action quickly added more locations, ending the year with 8 stores in Switzerland and 6 in Romania. “It’s remarkable that we are opening in two countries amid such challenging conditions, especially given the large income difference between Switzerland and Romania,” Hajji said. The company plans to expand into Croatia and Slovenia this year.

Last year, Action opened three new stores in the Netherlands. “The Netherlands is one of our most established markets, so we focus primarily on upgrading existing locations,” Hajji explained. The chain now has a total of 421 stores across the country.

Action added over 4,500 new staff members last year, bringing total employment at the company to almost 85,000.

Around 50 percent of Action’s store products are sourced from China, with the remainder coming from Europe. While U.S. import tariffs on Chinese goods led to expectations of higher costs for European retailers, Hajji says the effect has been modest. “Prices for non-food items from China fell slightly over the past year, and we adjusted our sale prices accordingly. This is standard practice for us,” she explained.