highlights
about action
action in 2022
sustainability
people
planet
product
partnership
future
governance
appendix
About Action
Small prices and big smiles: at Action, we surprise our customers every day. We are proud to offer quality at the lowest price for everyone. For already 30 years now, we have been working hard every day to welcome our customers and make them feel good. Whether they are on a budget or just enjoy access to great value across a range of everyday items.
Action is the fastest-growing non-food discounter in Europe with 2,263 stores in the Netherlands, Belgium, France, Germany, Luxembourg, Austria, Poland, the Czech Republic, Italy, and Spain. In 2022, we opened our first stores in Spain and recently we opened our first store in Slovakia.
We have a surprising assortment and service 14 million customers in our stores every week. And another 6.5 million customers on our website. In 2022, Action expanded its network of stores and distribution centres as well as the overall logistical infrastructure. At the end of 2022, Action provided work for almost 80,000 people in 11 countries representing 136 different nationalities. And Action keeps on growing in assortment, overall business size and European market presence.
Growing number of customers
Hajir Hajji, CEO Action
“Action has a growing number of loyal customers across Europe. In a year when we saw purchasing power fall and prices rise, our customers appreciate the composition of our range, quality low prices and atmosphere in the store. We pay a lot of attention to this with our teams.“
Opening of the first store in Spain
private labels
73
different products
6,000
well-known
A-brands
488
average selling
price
€2.20
items below €1
1,753
Highlights
Our organisation
We offer over 6,000 low-price, good quality products in fourteen categories. Our assortment covers the key areas of our customers' interests: daily essentials, seasonal products, home and garden, and hobbies. In our stores, customers find well-known A-brands next to private label items (Action owned brands) or white label products (brands owned by Action suppliers). Two-thirds of our assortment changes frequently, as Action introduces more than 150 new articles every week. Small prices are in our DNA and culture, giving us a strong market position.
Key activities
One brand, one format, one operating model
Action can offer low prices because of its large scale, strategic store locations, efficient purchasing, cost-conscious culture and optimal storage and distribution across the organisation. By leveraging this simple, efficient, and cost-conscious business model for rapid international growth, Action creates value for not only for customers and employees, but also its shareholders. ‘Treasure our people and values’ is an important element of our strategic framework. Action has an open and diverse work culture strongly founded in its values, which creates development opportunities for everyone.
Business model
Strategic framework
Making sustainability accessible is an integral part of our business strategy. We believe that we have the scale and opportunity to provide our customers with good quality, sustainable products at the lowest price. This is not something that can be achieved overnight – but we are committed to our sustainability journey and to achieving our ambitions.
We work to create a positive impact on people and the environment through our Action Sustainability Programme (ASP). The ASP governance structure reflects our belief that sustainability is a shared responsibility and should be embedded organisation-wide in the work of every individual, team and department.
Responsible governance, culture, and ethics
External environment and partnerships
Action not only strives to create a positive impact within our organisation, but also throughout our value chain. Together with our suppliers, NGOs, governments, international certification bodies and standards, we work to strengthen the sustainability of our value chain. Because we source our products from all over the world, we have clear safety, quality, and sustainability standards in place. We also seek to continually strengthen our relationship with our suppliers. In 2022, we achieved 100% final product manufacturer transparency for all our private label products (Action owned brands). For all our white label products (brands owned by Actions suppliers) Action aims to be transparent by 2025.
Transparency in our supply chain is needed to monitor social compliance and detect potential vulnerabilities and risks. The COVID-19 crisis, post-pandemic economic effect, the effects of climate change and the ongoing conflict in Ukraine have exposed the vulnerabilities in all global supply chains. We are therefore continuously working together with our suppliers, other key partners and stakeholders to build a resilient supply chain.
Our value creation model provides a visualisation of the way we do business, what we rely on and how we create value for our stakeholders. This model is based on the Integrated Reporting framework developed by the International Integrated Reporting Council (IIRC), including the six capitals an organisation depends on for success and their relation to the business model and the environment.
Our value creation
Action creates sustainable, long-term value for all its stakeholders. Our ASP strategy with clear and measurable KPIs and targets, provides a clear pathway to increase Action’s positive impact on social, environmental and economic well-being. This means, as a company, that we actively contribute to the Sustainable Development Goals (SDGs) of the United Nations and make sustainability accessible to everyone.
Value creation model
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Action in 2022
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Highlights 2022
Value creation model
Opening of the first store in Spain
About Action
Small prices and big smiles: at Action, we surprise our customers every day. We are proud to offer quality at the lowest price for everyone. For already 30 years now, we have been working hard every day to welcome our customers and make them feel good. Whether they are on a budget or just enjoy access to great value across a range of everyday items.
Action is the fastest-growing non-food discounter in Europe with 2,263 stores in the Netherlands, Belgium, France, Germany, Luxembourg, Austria, Poland, the Czech Republic, Italy, and Spain. In 2022, we opened our first stores in Spain and recently we opened our first store in Slovakia.
We have a surprising assortment and service 14 million customers in our stores every week. And another 6.5 million customers on our website. In 2022, Action expanded its network of stores and distribution centres as well as the overall logistical infrastructure. At the end of 2022, Action provided work for almost 80,000 people in 11 countries representing 136 different nationalities. And Action keeps on growing in assortment, overall business size and European market presence.
Growing number of customers
“Action has a growing number of loyal customers across Europe. In a year when we saw purchasing power fall and prices rise, our customers appreciate the composition of our range, quality low prices and atmosphere in the store. We pay a lot of attention to this with our teams.“
Hajir Hajji, CEO Action
different products
6,000
Highlights
items below €1
1,753
average selling
price
€2.20
well-known
A-brands
488
private labels
73
Our organisation
We offer over 6,000 low-price, good quality products in fourteen categories. Our assortment covers the key areas of our customers' interests: daily essentials, seasonal products, home and garden, and hobbies. In our stores, customers find well-known A-brands next to private label items (Action owned brands) or white label products (brands owned by Action suppliers). Two-thirds of our assortment changes frequently, as Action introduces more than 150 new articles every week. Small prices are in our DNA and culture, giving us a strong market position.
Key activities
One brand, one format, one operating model
Action can offer low prices because of its large scale, strategic store locations, efficient purchasing, cost-conscious culture and optimal storage and distribution across the organisation. By leveraging this simple, efficient, and cost-conscious business model for rapid international growth, Action creates value for not only for customers and employees, but also its shareholders. ‘Treasure our people and values’ is an important element of our strategic framework. Action has an open and diverse work culture strongly founded in its values, which creates development opportunities for everyone.
Business model
Strategic framework
Making sustainability accessible is an integral part of our business strategy. We believe that we have the scale and opportunity to provide our customers with good quality, sustainable products at the lowest price. This is not something that can be achieved overnight – but we are committed to our sustainability journey and to achieving our ambitions.
We work to create a positive impact on people and the environment through our Action Sustainability Programme (ASP). The ASP governance structure reflects our belief that sustainability is a shared responsibility and should be embedded organisation-wide in the work of every individual, team and department.
Responsible governance, culture, and ethics
External environment and partnerships
Action not only strives to create a positive impact within our organisation, but also throughout our value chain. Together with our suppliers, NGOs, governments, international certification bodies and standards, we work to strengthen the sustainability of our value chain. Because we source our products from all over the world, we have clear safety, quality, and sustainability standards in place. We also seek to continually strengthen our relationship with our suppliers. In 2022, we achieved 100% final product manufacturer transparency for all our private label products (Action owned brands). For all our white label products (brands owned by Actions suppliers) Action aims to be transparent by 2025.
Transparency in our supply chain is needed to monitor social compliance and detect potential vulnerabilities and risks. The COVID-19 crisis, post-pandemic economic effect, the effects of climate change and the ongoing conflict in Ukraine have exposed the vulnerabilities in all global supply chains. We are therefore continuously working together with our suppliers, other key partners and stakeholders to build a resilient supply chain.
Our value creation model provides a visualisation of the way we do business, what we rely on and how we create value for our stakeholders. This model is based on the Integrated Reporting framework developed by the International Integrated Reporting Council (IIRC), including the six capitals an organisation depends on for success and their relation to the business model and the environment.
Our value creation
Action creates sustainable, long-term value for all its stakeholders. Our ASP strategy with clear and measurable KPIs and targets, provides a clear pathway to increase Action’s positive impact on social, environmental and economic well-being. This means, as a company, that we actively contribute to the Sustainable Development Goals (SDGs) of the United Nations and make sustainability accessible to everyone.
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Action in 2022
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