Action

What Action does

Action is a non-food hard-discount retailer operating 2,600+ stores across approximately 15-18 European countries, headquartered in the Netherlands and incorporated as Action Holding B.V. The company sells a deliberately broad and constantly refreshed assortment of more than 50,000 products across 15+ categories — including household, decoration, cosmetics, DIY, toys, stationery, and sporting goods — with 1,500+ items priced below €1 and 150 new SKUs introduced weekly. Distribution is primarily through high-street, accessible physical stores, supplemented by a mobile app and a 700,000+ subscriber newsletter; a full e-commerce transaction surface is not clearly indicated in the available data.

The business model is a single-format discount proposition: high SKU velocity, opportunistic direct sourcing, an estimated ~75% assortment churn, and a growing private-label portfolio (Froyak, Kate Legwear, Mini Matters, Hotel Royal, among others) designed to widen category-level margins within a low-price architecture. Revenue is not publicly disclosed, but the 2,600+ store footprint and 69,040 employees imply a multi-billion-euro revenue base. The company has accumulated multiple national Retailer of the Year awards across the Netherlands, Belgium, Germany, France, and Italy, and remains privately held with no disclosed funding rounds, acquisitions, or M&A activity in the supplied data.

Name

Action

Legal name

Action Holding B.V.

Website

https://action.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Action is a Netherlands-headquartered non-food hard-discount retailer operating 2,600+ stores across 15-18 European countries, selling 50,000+ constantly refreshed SKUs across 15+ categories, with 1,500+ products under €1 and a growing private-label portfolio.

Ownership category

akta.pro rank

Product category

Discount Retail

NAICS

All Other Miscellaneous Retailers (459999), Hobby, Toy, and Game Retailers (459120)

SIC

Retail-Variety Stores (5331)

akta.pro primary industry

Traditional Variety Stores (General Variety & Five-and-Dime) (CRAEAGAA)

akta.pro secondary industries

Multi-Price-Point Convenience Discount (e.g., $1–$10) (CRAEAJAG), Multi-Price-Point Variety Stores (CRAGAJAI)

Keywords

• Discount retail store
• Non-food merchandise
• European discount retail
• Private label brands
• Value retail chain

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Retail Product Sales: Action generates revenue through the sale of non-food consumer products across 15+ categories including household goods, toys, fashion, personal care, and home decor. The company maintains a low-price strategy with 1,500+ products priced under €1, and introduces 150 new products weekly to drive customer traffic and repeat visits.

Pricing tiers

Distribution channels1 record

Marketing channels3 records

Core offering

Action operates a pan-European non-food discount retail chain of more than 2,600 stores across 15+ countries. The company sells a rotating assortment of approximately 50,000+ products across 15 categories (home, kitchen, household, toys, fashion, personal care, DIY, etc.), introducing 150 new products every week and consistently keeping 1,500+ items priced under €1. The assortment combines national-brand goods with Action's own private-label brands (Froyak, Kate Legwear, Mini Matters, Hotel Royal, Alvira, Pure Soft, Superfinn, and others).

Product overview

Action is a pan-European non-food discount retailer operating over 2,600 stores across multiple countries. The company offers a diverse portfolio of approximately 50,000+ products organized into 15 main categories including Home & Decoration, Kitchen, Household Goods, Office & School, Hobby, DIY, Toys & Entertainment, Garden & Outdoor, Travel, Personal Care, Food & Drink, Multimedia, Fashion, Sports, and Pets. The business model centers on consistently low prices with 150 new products introduced weekly and over 1,500 products priced under €1. Action's own private label brands include Froyak (camping/outdoor equipment), Kate Legwear (hosiery), Mini Matters (children's toys with FSC-certified wood and recycled materials), Hotel Royal (bedding), Alvira (personal care), Pure Soft (toiletries), Superfinn (cleaning products), Spectrum (art supplies), Ziki (underwear), Max & More (cosmetics), Zenova (skincare), LSC Smart Connect (electronics), A-Force, Palazzo (coffee), Home Essentials (kitchen appliances), Spargo (cleaning), Hoodadoo (clothing), and Re-load, Eliza Jones, and Kate Legwear. The company also operates digital channels including a mobile application, e-newsletter service with 700,000+ subscribers, and wishlist functionality. Multiple private label brands have won consumer awards and professional jury awards for quality.

Differentiator

Problem solved

Functional benefit

Brands

• Froyak: Camping and outdoor gear brand offering affordable camping equipment including sleeping bags, inflatable mattresses, and camping pillows
• Kate Legwear
• Mini Matters
• Hotel Royal
• Max & More
• Superfinn
• Alvira
• Pure Soft
• Spectrum
• Ziki
• Zenova
• Skyler
• A-Force
• Home Essentials
• LSC Smart Connect
• Palazzo
• Eliza Jones
• Re-load
• Hoodadoo
• Spargo

Products and services

• Action Retail Stores Physical discount retail stores offering non-food everyday products across 15+ categories. Customers shop in-person for household goods, personal care, fashion, toys, DIY, kitchenware, and seasonal items at consistently low prices, with 150 new products introduced weekly and 1,500+ items priced under €1. Available across the Netherlands, Belgium, Germany, France, Austria, Switzerland, Luxembourg, Italy, Spain, Portugal, Poland, Czech Republic, Slovakia, Slovenia, Croatia, and Romania.
• Action Mobile Application Official Action mobile application for iOS and Android that lets customers browse the weekly assortment, view promotions, create wishlists/favorites, and find the nearest Action store locations.
• Weekly Deals Program Weekly promotional campaign offering selected products at additional discounts beyond Action's already-low everyday prices. Distributed via in-store brochures, the website, and digital channels to drive foot traffic and repeat visits.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• MINISO: Miniso operates a global chain of affordable lifestyle and household variety stores with 6,000+ locations — directly comparable to Action on low-price variety, broad category mix and high-frequency impulse basket.
• Poundland (Pepco Group): Poundland is a UK single-price-point discount variety chain and Peplon's Pepco subsidiary — closely mirrors Action's always-low-price variety proposition, even if single-price-point model differs.
• Pepco Group: Pepco operates Pepper, Dealz and Poundland — pan-European discount variety stores selling low-price household and family goods; closely comparable to Action on geography, format, and weekly-rotating non-food assortment.
• Kik: Kik is a German textile-led discount retailer with 4,000+ stores selling clothing, household goods and toys at low prices — directly comparable to Action on the non-food discount format and European market overlap.
• Woolworth (DACH): Woolworth Germany operates several hundred variety stores across German-speaking Europe offering low-priced non-food assortment — comparable to Action on price-point positioning, store format and category breadth.
• TEDi: TEDi is Germany's largest non-food discount variety retailer with ~2,400 stores across Europe selling low-priced household, hobby and seasonal goods — the closest direct peer to Action on assortment, format and value positioning.
• B&M European Value Retail: B&M is a UK-listed discount variety retailer with 1,100+ stores across the UK, France and Iberia offering low-price general merchandise; direct comparable on store format, value positioning and category breadth.
• Flying Tiger Copenhagen: Flying Tiger is a Danish variety/discount retailer selling affordable, design-led novelty and household goods across 1,000+ stores in Europe and beyond; directly comparable on the treasure-hunt, low-price, variety proposition.

Broad incumbents

• Five Below: Five Below is a US-listed extreme-value retailer of $1-$5 trending variety goods across 1,800+ stores — the closest US analog to Action's everyday-low-price, treasure-hunt variety proposition.
• Aldi (Hofer): Aldi is a hard-discount grocery retailer with a growing non-food discount action assortment that competes for the same value-conscious European shopper; broader portfolio than Action but increasingly overlapping on price-driven non-food categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/actionnederland
• LinkedInlinkedin.com/company/superkeukens-arkel

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Action