Action discount retail stores

Action is a prominent Dutch international discount store chain that has rapidly grown to become the fastest-growing non-food discounter in Europe. Founded in 1993 by Gerard Deen and Rob Wagemaker in Enkhuizen, Netherlands, the brand began as a single small shop and has since expanded to over 3,000 locations across 14 European countries by 2026. The retailer is known for its 'treasure hunt' shopping experience, offering a frequently changing assortment of approximately 6,000 products, including household goods, office supplies, cosmetics, and snacks.

While the brand originated in the Netherlands and maintains its global headquarters in Zwaagdijk-Oost, its ownership structure has transitioned into the hands of international private equity. Since 2011, the British investment firm 3i Group plc has held a significant majority stake in the company, steering its aggressive international expansion and operational scaling. Action's products are sourced globally from a wide network of suppliers, ensuring high-volume, low-cost availability for consumers across markets like France, Germany, Poland, and beyond.