Action arrives in Livorno with its first store in the province and its seventh in Tuscany. The store will open on Saturday, October 10th at Via Lampredi 129, bringing the non-food discount chain's total stores in Italy to 257. The 957-square-meter facility will be managed by a team of 19 new employees.
The opening expands the brand's regional presence and continues the expansion strategy launched in the Italian market five and a half years ago. The format is based on a selection of approximately 6.000 products, divided into 14 product categories, including household items, toys, craft supplies, gardening, DIY, and a selection of food products.
Each week, 150 new products are introduced, with a rotation that complements the regular offering with items tailored to seasonal needs and occasions. According to the company, over two-thirds of the assortment is priced under two euros, a key aspect of the chain's commercial positioning.
"We are delighted to open a new store in Livorno. In just five and a half years, Action has grown rapidly in Italy, bringing its formula to an ever-increasing number of customers across the country," says Maurizio Oprandi, General Manager of Action in Italy.
The manager links the network's growth to consumer response and staff commitment: "The enthusiasm with which we're welcomed, from the North to the recent openings in Sicily, encourages us to continue on this path. Our success is based on a solid format and, above all, the commitment of our teams."
Alongside commercial expansion, Action has identified reducing emissions from its operations and improving the environmental performance of its products as among its priorities. The company reports eliminating gas connections in its stores by the end of 2024 and adopting LED lighting in all its stores.
On the sourcing front, the chain states that 99% of the cotton used in its Action and generic-brand products comes from the Better Cotton program, with the remaining 1% organic. According to the company, the wood used in its products comes from sustainably managed forests certified by FSC or PEFC, while since 2022, all cocoa used in Action-brand products has been Fairtrade certified.
The new Livorno store will be open Monday to Saturday from 8:45 am to 8:30 pm and on Sundays from 9 am to 8 pm. With this opening, the brand extends its reach into Tuscany, entering the Livorno province for the first time with its affordable selection.
