- Brand origin
- Germany
- Main production
- Several countries, incl. China
Action is a non-food discount retailer that sells everyday products through stores across Europe. Action is ultimately owned by publicly listed 3i Group plc through Action Holding B.V.
action.comOwnership chain
- BrandActionGermany
- Action Holding B.V.
- Ultimate owner3i Group plcUnited Kingdom
About ACTION
What is Action?
Action is a European non-food discount retailer headquartered in Zwaagdijk-Oost, Netherlands. Action sells a changing range of everyday products across categories including household goods, personal care, home decoration, do-it-yourself, toys, textiles, sports and gardening. At the end of 2025, Action had more than 3,300 stores across 14 European countries and more than 84,000 employees.
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, Action Holding B.V., and then 3i Group plc. 3i Group plc is a publicly listed investment company headquartered in the United Kingdom. 3i Group first invested in Action in 2011 and held a 65.4 percent equity stake at 31 March 2026.
Where does Action come from?
Action originated in the Netherlands, not Germany. Gerard Deen and Rob Wagemaker founded Action in 1993 in Enkhuizen, a town in the northwest of the Netherlands. Action opened its first store outside the Netherlands in Belgium in 2005 and entered Germany in 2009.
What products does Action sell?
Action sells approximately 6,000 products in 14 categories, including cleaning products, cosmetics, picture frames, candles and gardening tools. Action introduces about 150 new products each week. The assortment includes branded products, private-label products and unbranded products.
How large is Action?
Action reported net sales of €6.2 billion in 2024. In the first three periods of 2026, Action reported net sales of €4.01 billion and operated 3,335 stores across 15 countries.
Frequently asked questions about ACTION
Is Action a German brand?
- No. Action originated in the Netherlands. Gerard Deen and Rob Wagemaker opened the first Action store in Enkhuizen in 1993.
Who is the parent company of Action?
- Action's ownership chain runs through Action Holding B.V. to 3i Group plc. 3i Group plc is the ultimate owner identified in Made O'Meter's verified ownership data.
What kind of store is Action?
- Action is a non-food discount retailer. Its stores sell household, personal care, home decoration, do-it-yourself, toy, textile, sports and gardening products.
Where are Action products sold?
- Action sells products through stores in European markets. Action had stores across 15 countries in the first three periods of 2026.
Does Action sell its own brands?
- Yes. Action's assortment includes private-label products as well as branded and unbranded products.
Sources: en.wikipedia.org, company.action.com, 3i.com: 3i Group 2026 Overview and Strategy.pdf, 3i.com: 3i group press release fy26.pdf, uamr.de, company.action.com: 240718 Action factsheet one pager Global.pdf, update.action.com, finance.sina.com.cn
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
114- 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 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
- Action Zeichenblock Drawing PadOther – Stationery and Art Supplies
- Action Craft ScissorsOffice supplies – Craft scissors
- Action TischventilatorElectronics – Electric Fan
and 90 more products