Action: in the first nine months of 2026 net sales grew by 14%, reaching 12,8 billion euros

Action recorded net sales of 2026 billion euros in the first nine months of 12,8, marking an increase of 14% compared with the same period of the previous year and like-for-like growth of 3,4%.

Sales growth was driven by increased customer traffic, both in existing stores and thanks to new openings: the company now welcomes an average of 23,2 million customers a week, up 13% compared with the same period last year.

In line with the Formula Action, which aims to pass cost savings on to customers, prices have been reduced on more than 1.000 products in the permanent range.

“Our size enables us to secure better purchasing terms and pass the benefits on to our customers through lower prices,” comments Hajir Hajji, CEO of Action. “This is central to what we do, and even more important at a time when household budgets are under pressure. I am delighted to be able to help our customers save while also offering the quality they expect.”

European expansion

On 18 September, Action opened its first store in Slovenia, the 16th European market for the retailer and the second country it has entered this year, following Croatia in March. The store attracted strong customer interest from the moment it opened, followed by an even busier second day; since then, two more stores have opened in the country.

In the first nine months of the year, 228 stores were added to the network, and the company remains on track to meet its target for 2026 of opening at least 400 new stores. It now has a total of 3.530 stores in 16 European countries.

At Onnaing, in France, the 20th distribution centre in Europe was officially opened, supporting the efficient replenishment of stores in northern France and southern Belgium. The facility was developed to meet the highest Breeam sustainability standards and is currently undergoing certification.

Awards and recognition

Action continues to receive important recognition from customers across Europe. The retailer was named Retailer of the Year in Germany and the Netherlands, and Retailer of the Year in Italy, after winning the title of Enseigne préférée des Français (French people's favourite retailer) for the fourth consecutive time in France earlier this year. It also received Great Place to Work certification in that country.

In Italy, the company welcomed its 6.000th colleague with the opening of its 250th store in Bari, another milestone in its growth journey.

In the Netherlands, meanwhile, CEO Hajir Hajji received the Rise & Lead Award, recognising her leadership in building an international workforce that reflects the communities in which Action operates, and in creating opportunities for people to grow and develop.

“This recognition means a great deal to us because it comes from both our customers and our colleagues,” says Hajir Hajji. “I would like to thank our customers for their trust and all our colleagues for the energy and commitment they bring every day: they put the wishes of our customers first and are what makes Action special.”

Sustainability programme

This year, Action will put 250 trailers equipped with solar panels into service. The energy generated will power the vehicles' electrical functions, further supporting the company's commitment to reducing fossil fuel use throughout the supply chain, alongside double-decker vehicles, Hvo100 fuel and electric trucks.

In the Netherlands, almost 1.000 Action colleagues and suppliers took part in the Amsterdam Marathon. Together with several suppliers, the company contributed 330.000 euros to the Cancer Center Amsterdam, marking Action's 11th year of participation in the initiative.

Named “Retailer of the Year”

For the first time, Action was named “Retailer of the Year Italy”, the highest recognition awarded in the annual consumer survey organised by Q&A Research Italia. The retailer was also once again recognised as the best retailer in the “homewares” category, winning this award for the second consecutive year.

These awards are particularly significant because they are based on votes from Italian consumers and reflect their trust in and appreciation of the brand.

“Being named ‘Retailer of the Year Italy’ for the first time is a truly special moment for Action in Italy, and a source of immense pride for me,” says Maurizio Oprandi, General Manager of Action in Italy. “We have come a long way since opening our first store in Italy in 2021. Receiving this recognition directly from Italian consumers means a great deal to us and shows how much our formula is appreciated. I would like to dedicate these awards to all our colleagues in Italy. We have received this recognition thanks to their dedication, enthusiasm and daily commitment. I am very proud of what we are building together, and these awards encourage us to keep improving and earning our customers’ trust every day.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.