Sales of Dutch discounter Action soared last year in Europe

The retailer, which opened its first store in Slovakia this month, reached 8.9 billion euros in sales in 2022.

Sales of the Dutch discounter Action, which specializes in non-food products, soared 30% in 2022 to reach 8.9 billion euros in the 10 countries where it had 2,263 stores at the end of last year, according to a statement released Thursday. Action, which opened 280 stores, “a record figure“, in 2022, further announced in its press release that its “Operating EBITDA“, an indicator of the profitability of its activity, stood at 1.2 billion euros, up there too. Since then, it has established itself in an eleventh country since it opened its first store in Slovakia in March 2023. Its other countries of establishment are the Netherlands, Belgium, France which is its first market, Germany, Luxembourg, Austria, Poland, the Czech Republic and Italy.

This bazaar specialist sells 6,000 references in 14 categories such as decoration, DIY, multimedia or sport, at the lowest possible prices. A positioning that particularly benefits it in a period of high inflation, when consumers are looking for bargains. Action says employ “more than 80,000 employees of more than 136 different nationalities», and boasts 730 stores in France. The chain of stores, based in Zwaagdijk in the north of the Netherlands, has been run since January 2022 by Hajir Hajji, who joined the company aged 17 as a store worker before moving up the ranks.

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