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Founded in 1993, Action is a Dutch discount retailer selling low budget food and non-food products. Over the last few years, the retail chain has expanded exceptionally fast. Between 2016 and 2020, nearly *** new stores were opened across Europe. Action currently has over stores in seven countries. About one third of these stores were specifically located in France. In its home country, the Netherlands, Action operated just under *** stores.

Conquering Europe 

The impressive expansion of Action across the European continent in the last few years was matched by an equally impressive growth in sales revenue. Whereas in 2013 revenue was valued at roughly *** billion euros, just seven years later this had increased to over five and a half billion. Like-for-like sales growth did, however, decline in 2020. The most striking increase occurred in 2015, when Action saw a *** percent sales growth.

Leading retail chains in the Netherlands

Some of the best-known retail chains in the Netherlands include household names, such as Jumbo, Etos, Hema and several others. And although Action had a fair share of outlets spread across the country, Kruidvat and Albert Heijn most definitely took the cake in 2021. That year, Kruidvat accounted for approximately *** store locations, while Albert Heijn had about *** stores.