- Brand origin
- Germany
- Main production
- Several countries, incl. China
Action is a European non-food discount retailer founded in Enkhuizen, the Netherlands, in 1993. Action is ultimately owned by 3i Group plc, a publicly listed investment company headquartered in the United Kingdom.
action.comOwnership chain
- BrandActionGermany
- Action Holding B.V.
- Ultimate owner3i Group plcUnited Kingdom
About ACTION
What is Action?
Action is a non-food discount retailer with stores across Europe. Action sells general merchandise through a changing range of household, do-it-yourself, personal-care, hobby, toy, stationery, decoration and seasonal products. Action describes its range as containing around 6,000 products, with products changing regularly. Action operates through physical stores and its official website, action.com. In March 2026, Action operated 3,335 stores across 15 European countries, according to 3i Group. Action is classified by 3i as a consumer and private-label investment.
Who owns Action?
Action is ultimately owned by 3i Group plc, according to Made O'Meter's ownership data verified on 13 September 2026. The ownership chain is Action, then Action Holding B.V., then 3i Group plc. 3i Group plc is a publicly listed investment company headquartered in the United Kingdom. 3i identifies Action as a current portfolio investment in the consumer and private-label sector, invested in during 2011 and located in the Benelux region. 3i Group and funds managed by 3i acquired a majority interest in Action from its founders in September 2011. The transaction valued Action at approximately €500 million and represented an investment at 8.3 times EBITDA. After the acquisition, €275 million was invested in Action. In 2014, 3i and funds managed by 3i owned 75% of Action. 3i's equity interest later increased from 57.9% in March 2025 to 65.4% by March 2026. At 31 March 2026, 3i valued its 65.4% stake in Action at £23.743 billion. 3i Group is the ultimate owner recorded for Action, although other shareholders also hold interests in the retailer.
Where does Action come from?
Action comes from Enkhuizen, a town in the Netherlands. Gerard Deen and Rob Wagemaker founded Action in 1993. Action began with one small store in Enkhuizen. The retailer's origin is therefore Dutch, even though its ultimate owner, 3i Group plc, is headquartered in the United Kingdom. By 2011, Action had expanded to more than 250 stores in the Benelux countries and Germany and employed more than 7,000 people. 3i acquired a majority interest from the founders in September 2011. Action then expanded across Europe under 3i's ownership. Action opened its first store in Croatia in March 2026, bringing its presence to 15 countries. Action described its growth as a change from one small store in Enkhuizen to more than 3,400 stores in 15 European countries.
What products does Action sell?
Action sells non-food consumer products rather than groceries as its main retail offer. Its range includes household goods, do-it-yourself products, personal-care items, toys, stationery, hobby products, home decoration and seasonal merchandise. Action uses a frequently changing assortment, so the products available in stores can vary by time and location. Action also sells private-label products, which 3i classifies as part of its investment sector. Action has described its range as containing around 6,000 products. The product mix is designed around general merchandise and everyday household purchases rather than a single specialist category.
How large is Action?
Action had 3,335 stores across 15 European countries at the end of the third reporting period of 2026. Action's own 2025 description stated that more than 84,000 colleagues worked in its stores, distribution centres and offices across Europe at the end of 2025. Action generated 21% sales growth in the first quarter of 2024, according to 3i reporting cited by Reuters. Action's store network grew from one location in Enkhuizen in 1993 to more than 3,400 stores in 15 European countries according to the company's description. Action's expansion has included the Benelux countries, Germany, France and other European markets, with Croatia becoming its fifteenth country in March 2026.
How did 3i's ownership of Action develop?
3i Group first acquired a majority interest in Action in 2011. The 2011 transaction involved 3i Group and funds managed by 3i acquiring the majority from Action's founders. In 2014, 3i and funds managed by 3i owned 75% of Action and Action secured €840 million of refinancing, with completion and funding expected in January 2015. In 2018, 3i described Action as its biggest investment while reporting that Action postponed 20 French store openings until early 2019 to manage peak December demand. In October 2023, Action completed a US-dollar term-loan issuance of $1.5 billion. During the same month, 3i reinvested £455 million of proceeds from Action's share redemption and increased its gross equity stake from 52.9% to 54.8%. Action raised €2.1 billion through a refinancing and completed a capital restructuring in July 2024. Following that restructuring, 3i reinvested £768 million and increased its gross equity stake from 54.8% to 57.9%. Further transactions increased 3i's interest to 65.4% by March 2026.
Is Action a Dutch company?
Action is a Dutch-founded retailer, but Action is not ultimately owned by a Dutch company. Gerard Deen and Rob Wagemaker founded Action in Enkhuizen, the Netherlands, in 1993, and the retailer began with a single Dutch store. Action's ownership chain leads through Action Holding B.V. to 3i Group plc, whose headquarters are in the United Kingdom. Action operates internationally across Europe.
Is Action an American company?
Action is not an American-founded or American-owned retailer. Action was founded in Enkhuizen, the Netherlands, in 1993. Action's ultimate owner is 3i Group plc, a publicly listed investment company headquartered in the United Kingdom. Action operates in European countries, and its ownership structure is separate from similarly named American businesses and brands.
Is Action a good brand?
Whether Action is a good brand depends on the shopper's criteria, such as price, product selection, quality, availability and environmental or labour standards. Action is a non-food discount retailer with a frequently changing assortment and stores across Europe. Action reported 21% sales growth in the first quarter of 2024, while its network reached 3,335 stores across 15 countries by March 2026. Those figures describe Action's scale and growth, but they do not establish a universal judgment about product quality or value.
What is the difference between Action and other brands called Action?
Action is the European non-food discount retailer founded in Enkhuizen in 1993 and operating through action.com. The name Action is also used by unrelated businesses, entertainment titles, organisations and products. Action Network, Action Park, Action Bronson, Action Industries, Action Elevator, Action Towing and Action Sports are not identified by the ownership information for the European retailer. Searches about those entities require separate identification by industry, location or official name.
Frequently asked questions about ACTION
Who owns Action in 2026?
- Action is ultimately owned by 3i Group plc through Action Holding B.V. Made O'Meter verified this ownership on 13 September 2026. 3i's equity interest was 65.4% by March 2026.
Is Action originally from the Netherlands?
- Yes. Gerard Deen and Rob Wagemaker founded Action in Enkhuizen, the Netherlands, in 1993. Action began with one store there before expanding across Europe.
Does 3i Group own all of Action?
- 3i Group held a 65.4% equity interest in Action by March 2026, making it the majority owner recorded in the ownership structure. The remaining equity was held by other shareholders.
How many Action stores are there?
- Action had 3,335 stores across 15 European countries at the end of the third reporting period of 2026. Action's own description also referred to more than 3,400 stores across 15 countries.
What can shoppers buy at Action?
- Action sells non-food general merchandise, including household, do-it-yourself, personal-care, hobby, toy, stationery, decoration and seasonal products. The assortment changes regularly and includes private-label products.
Is Action related to Action Network or Action Park?
- The European retailer Action is a separate business from Action Network and Action Park. Action is the Dutch-founded non-food discount retailer owned ultimately by 3i Group plc.
When did 3i buy Action?
- 3i Group and funds managed by 3i acquired a majority interest in Action from its founders in September 2011. The transaction was valued at approximately €500 million.
Where is Action's official website?
- Action's official website is action.com. The website represents the European non-food discount retailer founded in Enkhuizen in 1993.
Sources: 3i.com: 3i Group 2026 Overview and Strategy.pdf, 3i.com: 3i Group 2026 Business Review.pdf, 3i.com: 3i Group 2026 Chief Executive Statement.pdf, 3i.com: 3i group press release fy26.pdf, 3i.com: 3i Group 2026 Performance and Risk.pdf, 3i.com: q3 fy26 performance update.pdf, 3i.com: 3igroupfy26 presentation.pdf, update.action.com, nl.wikipedia.org, 3i.com: action, en.wikipedia.org, uamr.de, 3i.com: 20170529 3i capital markets day.pdf, global.morningstar.com, massivemoats.substack.com, 3i.com: business review.pdf, 3i.com: 3i group 2025 business review.pdf, markets.ft.com, reuters.com, marketscreener.com, 3i.com: 3i backed action secures 840 million refinancing, 3i.com: news, foshaneverrising.com
Sources: en.wikipedia.org, 3i.com
Ownership data is compiled from public sources and verified where possible. Spotted an error? Suggest a correction below.
Products from ACTION
117- Action LED Table Lamp MushroomOther – Lighting / Table Lamp
- Action Taschentücher mit Aloe Vera-ExtraktPersonal care – Hygiene tissues
- Action Brand supplementPersonal care – vitamins and dietary supplements
- Action Corn FlakesFood – Breakfast Cereal
- Action Garden Pea Kelvedon Wonder seedsOther – Garden seeds
- Action (unbranded) 4-Port USB HubElectronics – Computer Accessory
- Action Eyebrow Pencil with BrushPersonal care – Cosmetic
- Action Rose & Leaf scented candleOther – Scented candle in ceramic jar
- Action Paper Towels XLCleaning product – Paper towels
- Action Floss Picks 2-in-1Personal care – Dental floss
- Action Steam Eye Mask Lavender HazePersonal care – Wellness & Eye Care
- Action Protein Bar Cookies & CreamFood – Sports Nutrition / Protein Snack
- Action whiteboard markersOffice Supply – Stationery
- Action SANDING BLOCKHardware – Sanding Tool
- Action fly swatterOther – Pest control tool / Fly swatter
- Action Kitchen KnifeKitchenware – Kitchen Knife / Cutlery
- Action Salty Microwave PopcornFood – Snacks (Microwave Popcorn)
- Action Cesto corda di tessuto storage basketOther – Home storage basket
- Action Transparent Packaging TapeOffice supplies – Adhesive tape
- Food Cupboard (Action) Cooking SauceFood – Condiment / Sauce
- Action Combed Cotton TowelOther – Home textiles (Towel)
- Action Metal Broom HandleCleaning product – broom handle
- Action Spelt Rice WafersFood – Snack
- Action Sketch Pad A5 80 SheetsOffice supplies – Sketchbook
and 93 more products