Action gifts itself two new countries: Slovenia and, shortly, Bulgaria

Action operates in 16 countries in Europe, thanks to its entry into the city of Velenje, in the north-west of Slovenia, where it opened its first store on 18 September.

According to Hajir Hajji, CEO of the Dutch chain: "The opening in Velenje marks the beginning of our journey in this country and is a first step. In fact, we are ready for our second store, the one in Maribor, which will open on Thursday 1° October”.

As for Bulgaria, there are still no exact figures, but the chain was reportedly expected to enter the market by 2027.

Action Italia celebrates 250 stores

The chain, which in Italy reached, about a week ago, with the opening of Bari, a total of 250 stores, is entering a Slovenian country which, according to EU data, has around 2,11 million inhabitants, with a GDP per capita estimated at around 35.000 euros (approximately 10.000 euros less than Italy).

The new Action store in Velenje, which follows the chain's usual standards (between 800 and 1.000 sq m), is open from Monday to Saturday from 9 to 20 and is staffed by 19 employees.

With more than 3.500 stores across Europe, Action employs around 84.000 people of 166 different nationalities.

The queen of non-food discount retail 4.500 created more than 2025 new jobs in and constantly invests in development opportunities such as training and promotion. Last year, 3.700 employees were promoted to a role with greater responsibility.

The key figures from the 2025 financial statements

During 2025, the Dutch company closed its financial year with sales up by 16,1%, reaching 16 billion euros, thanks to uninterrupted growth in its customer base, which reached a weekly average of 21,6 million people. The first quarter figures 2026 were also very solid.

The increase in sales 2025, on a like-for-like basis, was 4,9%.

During the financial year, Action opened 384 new stores, reaching a total of 3.302 locations in 14 countries.

Ebitda increased by 14%, reaching 2.367 million euros, compared with 2.076 million in 2024.

In Italy, according to company register data, unfortunately updated only to 2024, the brand generated more than 430 million euros, with a profit of 11,617 million euros. At that time, however, the network, with around 130 locations, was practically half its current size.

In the ranking by country, France remains the most important market, with a figure exceeding 900 outlets and 20.000 employees.

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.