Lorraine Williamson
In 2022, Action, the originally Dutch supermarket chain, came to Spain for the first time. The first stores opened in Catalonia, as it borders France. This made it possible to make use of the existing infrastructure of the sites in France.
Since than, a total of 30 stores have opened in Spain. Most of the shops are located on the Mediterranean coast and in the Madrid region. Action has opened six stores there in the past year. In the city of Madrid and in the cities of Alcalá de Henares, Torrejón, Alcorcón and Fuenlabrada. A complete overview of the stores can be found here. The map also indicates where shops are still open.
What makes this retail chain so successful?
One of the main reasons for the success of this chain is its low prices, with a range of more than 6,000 different products. A large part of it costs less than €2. What also appeals to shoppers is that two-thirds of the assortment is constantly changing. Every week, 150 new items hit the shelves.
It currently has more than 350 brands and 70 private labels, divided into the categories of decoration, DIY, toys and entertainment, office supplies and leisure, multimedia, homewares, garden and outdoor, laundry and cleaning, pets, sports, clothing and lingerie.
With all these items and changes in the range, Action uses a lot of packaging material. However, the chain is committed to reducing them and has an eye for sustainability.
The chain was founded in 1993
Action was founded in the Netherlands in 1993 by Gerard Deen and Rob Wagemaker. Later, Boris Deen joined in. In 2002 they already had 94 stores and in 2012 they already had more than 300. Action now has 2779 branches throughout Europe. Action has grown into the fastest growing non-food discount chain in Europe.