Action is a Dutch international discount store chain with a majority ownership held by British private equity firm 3i, with more than 80% of the shares. It sells low budget, non-food and some food products with long shelf lives. Action operates stores in 14 countries,

Netherlands , Terminology of the Low Countries, informally Holland, is a country in Northwestern Europe, with Caribbean Netherlands, overseas territories in the Caribbean. It is the largest of the four constituent countries of the Kingdom of the Nether ...

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, since 2022 in

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, since 2024 in

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and since 2025 in

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and

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. Action, with over 2,500 stores an
70,000 employees
generated €11.3 billion in net sales in 2023.

History

Action was founded by Gerard Deen and Rob Wagemaker, who were later joined by Boris Deen. They opened their first store in 1993 in Enkhuizen and started expanding by founding new stores that same year. In 2002, they had 94 stores; in 2005, the first store was opened in Belgium, in Rijkevorsel; and, in 2009, they opened their first store in Germany. In 2012, the company had 300 stores and opened its first store in France. In 2014, Action opened its 500th store. It continued growing exponentially. In 2021, there are more than 1,800 stores across Europe. In November 2023 they opened their 2500th store. In June 2025 they opened their 3000th store.

References

External links

* {{VarietyStores Companies based in North Holland Dutch companies established in 1993 Retail companies established in 1993 Discount stores of the Netherlands 3i Group companies