Action is the largest, fastest growing non-food discount retailer in Europe and ‘Retailer of the Year Europe 2014-2015’ with a turnover of €1.2 billion in 2013. The secret of its success? Because the customer is key, Action has valued price and broad surprising assortment since its establishment in 1993. Action keeps surprising customers again and again with new, diverse products at an extremely competitive price, in a nice store environment with friendly staff.
A company of doers
The name Action is well-chosen. The full range of 5 to 10 000 SKU’s is managed by just 7 Buyers, adding 150 new products to the assortment every week. A significant part of the range is permanent, but the majority is only there while stock lasts. Ronald van der Mark, CEO of Action: “I recently received a letter from a boy who was sad because the box of Lego he had been saving for was sold out. We searched every store until we found the last one and sent it to him. And if we hadn’t found one, we would’ve thought of something else.”
Action has a consistent 20%+ growth track record. In twenty years time, Action has grown from a 60 m2 store in Enkhuizen to an international chain of over 500 stores of 800 m2 each, plus two distribution centers equaling the size of 26 football fields together. In 2014 alone, Action opened 110 new stores. Expansion truly is in the DNA of the organization, and the ambitions are huge and international.