Between expansion and price cuts, Action’s turnover jumps by 20 %

Dutch discounter Action (2023 sales: €11.32 billion, up 28%) announced sales of €6.23 billion, up 20% in the first semester. Like-for-like sales were up 9%. Action’s 17 million weekly customers benefited from price reductions on almost 1,300 products in the private label range. According to C.E.O. Hajir Hajji, Action is investing because customers appreciate value for money. The non-food discounter’s growth has been driven by increasing sales volumes, but also by the expansion of stock.

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