Action Reports €8.3bn in 1st-Half Sales Across Europe

On Thursday 23 July 2026, Dutch non-food discount retailer Action, which has twelve stores across Luxembourg, announced its first-half 2026 results, reporting a 14% increase in net sales to €8.3 billion, driven by higher customer footfall and the success of its price reductions.

The retailer also recorded like-for-like sales growth of 3.6% and welcomed an average of 22.7 million customers per week, up 12% compared to the same period last year. Action expanded its network by opening 121 new stores, bringing the total to 3,423 stores across fifteen countries, and created 4,464 new jobs in its stores, distribution centres and offices over the past year, increasing its workforce by 6%.

According to the company, the results reflect continued investment in lower prices and its product range to help consumers facing economic uncertainty and pressure on household budgets.

Commenting on the results, Hajir Hajji, CEO of Action, said: "At a time when many households are managing their spending with great care, we remain focused on what matters most to our customers: good-quality products at the lowest possible prices. Staying true to our business model, we have been able to reduce prices through efficiencies in our operations. These price reductions are clearly resonating with consumers, as reflected in the growth of both our customer base and sales."

Action also noted that it was recently named the favourite retailer among young consumers in Belgium, which Hajir Hajji described as recognition of the brand's appeal to a new generation.

The retailer continued expanding its European network during the first half of the year and remains on track to achieve its target of opening at least 400 stores in 2026. In Italy, Action opened its first three stores in Sicily, increasing its presence in the country to 241 stores, while in Slovakia it celebrated the opening of its 50th store, just three years after entering the market.

The company added that exceptionally high temperatures across Europe boosted demand for seasonal products such as fans, beach towels, inflatable pools and barbecues. Similar demand was reflected in the summer ranges available through Action's online stores in the Netherlands and Belgium.

Action also highlighted continued investment in product quality and sustainability. Its own-brand sunscreen Zenova received top ratings in consumer tests in several countries, while the retailer became the first international retailer to pay the Fairtrade Living Income Reference Price for cocoa across its entire own-brand chocolate range without passing the additional cost on to consumers. The first funding generated through the programme has already supported projects in Côte d'Ivoire aimed at improving farmers' living conditions, promoting children's wellbeing and increasing agricultural yields.

Beyond its commercial activities, Action said it continues to support local communities through its partnership with the Johan Cruyff Foundation, with new Cruyff Courts for young people recently opened in Spain and the Netherlands.