In the midst of an expansionary phase for European retail, Action is closing 2025 with strong growth and a strategy that combines commercial development and sustainability. The Dutch group, specializing in non-food discount stores, closed the fiscal year with net sales of €16 billion, up 16,1% from the previous year, confirming the momentum of a format increasingly attractive to European consumers.
Revenues were primarily driven by increased volumes and customer base, with an average of 21,6 million weekly store visitors. Comparable store growth also remained solid, at +4,9%, highlighting structurally robust demand in an environment still marked by price pressure and families' search for convenience.
On the profitability front, the group recorded an operating EBITDA of €2,367 billion, up 14% from €2,076 billion in 2024. This result reflects both the economies of scale generated by network expansion and the strengthening of the operating model, which is increasingly geared towards efficiency.
Over the course of the year, Action opened 384 new stores, bringing its total to 3.302 locations across 14 European countries. At the same time, the company strengthened its workforce with 4.565 new hires, bringing its total workforce to over 84, representing 166 nationalities, confirming its growth, which also translates into an impact on employment.
“In 2025, our teams worked tirelessly to serve more customers than ever before,” said CEO Hajir Hajji, emphasizing how the brand has become a “trusted destination” for millions of European consumers, thanks to an offering based on quality and affordable prices.
In addition to its financial performance, the group has shown significant progress in sustainability. Its emissions reduction targets have been validated by the Science Based Targets initiative, confirming alignment with international climate commitments. Specifically, Action has already reduced direct emissions (Scope 1 and 2) by 56% compared to 2021, approaching the 75% target set for 2030.
On the supply chain side, 15% of suppliers – in terms of emissions – have already adopted SBTi-certified targets, a first step towards the 80% target expected by 2029. This is a significant sign in a sector where the environmental impact of production represents a significant share of overall emissions.
The sustainability program also extends to the social dimension. The collaboration with SOS Children's Villages currently supports over 17.000 children each year, while the partnership with the Johan Cruyff Foundation has led to the creation of safe sports facilities in local communities. These initiatives are complemented by support for pediatric cancer research and agreements with Fairtrade to ensure fairer conditions in the cocoa supply chain.
Strategically, network growth remains a priority. Action plans to open at least 400 new stores by 2026, continuing its expansion in Europe by entering new markets. After debuting in Croatia, where the first openings were particularly well received, the group is preparing to enter Slovenia by the end of the summer.
To support commercial development, three new distribution centers are also planned in Italy, Spain, and France, with the aim of strengthening logistics and supporting an increasingly widespread network.
The focus is already on beyond the short term. The company plans to enter Bulgaria in 2027, while outside Europe, the group is targeting the United States, where it is expected to launch between late 2027 and early 2028. The stated goal is ambitious: to reach 100 stores by 2030, replicating overseas a model that has demonstrated strong scalability in Europe.
In a retail environment characterized by pressured margins and increasing competition, Action thus consolidates its position as one of the most dynamic players in the European discount sector, leveraging competitive prices, geographical expansion and a growing commitment to sustainability and social responsibility.
