Discounter Action records sales growth of 20.1% in the first half of the year

The European discounter Action reported a net sales increase of 20.1% to 6.2 billion euros for the first half of its financial year compared to the previous year.

According to a trading update, like-for-like sales increased by 9.0% during the period, due to higher product sales to new and existing customers.

On average, Action welcomed 17.3 million customers per week in its 2,685 stores in 12 countries over the last six months.

The discounter was able to add 119 new stores to its network during this period and is well on its way to opening 330 new stores this year.

Hajir Hajji, CEO of Action, commented: “Our customers really value Action’s own brands for their unbeatable price and quality. That is why we continuously invest in the quality and sustainability of these products.”

“We started with our award-winning Zenova sun protection range and are continuing with our Spargo cleaning range and our sustainably sourced Hotel Royal bath and bed linen. Customer reviews, product tests and consumer awards demonstrate the progress and impact of our own brands.”

Highlights of the first half

Action believes that customer satisfaction is a key growth driver for the company, adding that the company is one of the three best-known retail brands in the Netherlands.

In Poland, the company received three awards: “Listonic No. 1 Non-Food Discounter”, “Best Retail Employer 2024” and the “Retail Business Award”.

In addition, the discount chain was named “Price Champion” in Germany in the non-food category by the daily news newspaper “Die Welt” and the market research company ServiceValue.

Elsewhere, the Dutch retail brand survey Retail Brand Search has identified Action as a brand with potential for expanding its customer base.

The retailer has created around 3,182 new jobs in the past six months and welcomed its 13,000th colleague in Germany.

Action currently employs 72,222 people from 159 nationalities.

In May, the company also began shipping from its first distribution center in Italy.

The distribution centre in Altedo has been certified as ‘excellent’ under the BREEAM sustainable construction certification system and enables Action to supply a larger area.

The retailer now operates 87 stores in Italy, with the most recent opening being in Apulia.