
Discount non-food Action recorded in 2024 year 21.7% increase in sales, reaching 13.8 billion euro in revenue. Sales comparable increased by 10.3%, mainly due to more customers visiting existing stores.
Sales net Action in 2024 year. grew by 21.7% to 13.8 billion euros.
- Growth in comparable (like-for-like) sales was 10.3%, driven by increasing number of customers visiting existing stores.
- In the fourth quarter of 2024 year, the network reduced over 650 prices, and the increase in sales is driven by increasing volume.
- In the past year the Dutch discounter opened 352 stores and now has already 2 918 locations in 12 countries in Europe.
- Action receives an average 18.7 million customers weekly. Among the brand’s plans for 2025 year is opening in spring the first stores in Switzerland and Romania.
Discount non-food Action announced details of sales in 2024 year. Sales net net net net in 2024 year increased to 13.8 billion euro, meaning by 21.7% in comparison with 2023 year. Sales comparable (with excluding new stores) increased by 10.3% thanks to more customers visiting existing locations brands. In 2024 year. Action opened 352 locations, ending
the year with a total number of 2 918 stores in 12 countries in Europe. Average 18.7 million customers visit store Action each
week.
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They have lowered prices, have more customers
In the fourth quarter 2024 year. the network Action continued the policy of low pricing, lowering prices for over 650 products. This principle Action led to a significant increase in customers. In 2024 year. growth of sales Action was driven only volume.
Hajir Hajji, CEO Action, explains: “In 2024 year we hosted an average of18.7 million customers weekly,That is by 3.4 million more than a year previously. This increase in customers is only possible thanks to our strong formula and excellent teamwork . In Action we truly put our customers at the first place! We plan to welcome customers in two new countries, Switzerland and Romania. The year 2025 will be the first year, when we appear in two new markets in twelve months!”
In the first half of 2025 year. Action plans to open its first locations in Switzerland, both in the German-speaking region, and the French-speaking region, a first store Action in Romania in the autumn.
Action as an employer
The growth Action naturally leads to a significant increase in the number of employees. In 2024 year the Action company created 10 641 jobs, compared with 8 988 new jobs in 2023 year. The company employs today a total of 79 681 employees 151 nationals.
In last year 3 507 employees were promoted to new positions, compared with 3 183 promoted in 2023 year. Allows this Action to keep inside the team knowledge and experience.
The Action network is expanding its existing membership in the Fairtrade program and will be the first international retailer, which will commit to pay Living Income Reference Price (a reference price that provides enough income to maintain) for all own brands of chocolate Action (as for example Choco Moments). The company will assume all additional costs, so this will not affect the final price of the product.
The Dutch discounter non-food sells chocolate with Fairtrade certificate for all its own markets chocolate from 2022 year.
What sells Action?
Action isanon-food discount,whicheveryweekservesover18.7millioncustomersinover2,918stores,in12countriesEurope. It offersover6,000productsin14differentcategories,fromitemsofdailyusetoproducts,thatfacilitatedailylifelikeartforthehouseortoys.
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