Action Achieves 17% Growth In 9M, Plans Croatian Launch

By: Trademagazin editor Date: 2025. 12. 01. 09:01

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Dutch non-food discounter Action achieved net sales of €11.2 billion across its European operations in the first nine months of 2025. The performance, achieved despite challenging consumer sentiment, marked a 17.4% increase compared to the same period in 2024. Like-for-like sales also saw growth – this time of 6.3% – primarily driven by a significant rise in customer numbers.

Action opened its first romanian store in Pitesti

Action’s strategy of offering good-quality products at the lowest-possible prices has resulted in strong performances in Italy and Spain, ESM Magazine reports.

The company’s seasonal assortments, such as summer picnic ware and holiday necessities, also performed exceptionally well.

While softening consumer sentiment did impact like-for-like sales growth in some markets, notably France, the overall trend remains positive.

Hajir Hajji, CEO of Action, commented, “Customers across Europe continue to appreciate Action for what we do best: offer good-quality products at the lowest price. Their love for Action is clearly visible from one number: the number of customers who shop in our stores. So far this year, we welcomed 20.6 million customers on average to our stores every week, up from 20.2 million.”

Store Expansion

Action’s physical footprint continues to expand rapidly across Europe.

In September, the company opened its first store in Pitești, Romania, marking its entry into its 14th European market.

Following this successful launch, Action has already opened four additional stores in Romania.

In the first nine months of 2025 alone, Action added 221 new stores across all its markets.

The company is on track to surpass its original target of 370 new stores for 2025, anticipating approximately 380 store openings by the year end.

Beyond physical expansion, Action also celebrated a digital milestone in the third quarter: its Action app has surpassed ten million downloads.

Croatian Launch Plans

Meanwhile, Action is planning to open its first stores in Croatia by 2026, according to local media reports.

At the end of October, the company appointed Neda Vuk Salaba to lead its operations in both Croatia and Slovenia and has initiated a hiring process for staff.

To support its entry, Action has already launched a Croatian website advertising its imminent arrival, while also detailing employment opportunities and actively seeking suitable retail locations with a total area of 1,000 to 1,200 square metres in locations with at least 30,000 residents.