Action closed 2025 with strong growth, driven by an expanding customer base and unprecedented geographic expansion. The non-food discount chain closed the fiscal year with net sales of €16 billion, up 16,1% compared to 2024, confirming the strength of its model in a still uncertain economic environment for many European families.
Growth was driven primarily by customer numbers: during 2025, an average of 21,6 million people shopped at Action stores each week, a 15,5% increase year-over-year. Like-for-like sales also showed a positive trend, up 4,9% compared to the previous year.
“Last year we once again demonstrated our commitment to offering quality products at competitive prices,” he commented. Action through the CEO Hajir Hajji, underlining how customers are increasingly relying on the brand to contain their daily spending.
In terms of network development, the group exceeded its goal of opening at least one store per day, inaugurating a total of 384 new stores during the year. Action thus closed 2025 with 3.302 stores active in 14 countries, while also strengthening its logistics infrastructure with the opening of three new distribution centers. The expansion also included debuts in Switzerland and Romania, where the brand has 8 and 6 stores, respectively.
The network's growth has also been reflected in employment. In 2025, 4.565 new jobs were created, and the group currently employs a total of 84.246 people. Over the same period, over 3.700 employees have benefited from internal promotions, in an organization that brings together 166 different nationalities.
Looking ahead to 2026, Action aims to maintain an even faster pace of growth, with more store openings than last year and the entry into two new European markets: Croatia and Slovenia. At the same time, the company continues its commitment to sustainability, with climate goals validated by the Science Based Targets initiative and new partnerships to support child well-being and responsible supply chains.
