Action (store)

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Industry Retail
Founded July 1993 (1993-07) in Enkhuizen, Netherlands
Headquarters Zwaagdijk-Oost, Netherlands
Number of locations
900+[1] (2017)
Areas served
Netherlands, Belgium, France, Germany, Luxembourg, Austria
Key people
Adrian Bellamy
Revenue €1.5 Billion (2014)
Number of employees
22,077 (2014)
Action store in a former church in Hoorn, Netherlands
Action store in Overmere, Belgium

Action is a Dutch discount store-chain. It sells mostly small, low budget, non-food products. Action operates stores primarily in the Netherlands, Belgium, Germany and France.[2] In 2013 Action had a revenue of just over a billion euro, which was a 14% rise compared to 2012 when they had a revenue of 873 million euro.[3]


Action was founded by Gerard Deen and Rob Wagemaker, who were later joined by Boris Deen. They opened their first store in 1993 in Enkhuizen and started expanding by founding new stores that same year. In 2002 they had 94 stores, in 2005 the first store was opened in Belgium, in Rijkevorsel, and in 2009 they opened their first store in Germany. In 2012 the company had 300 stores and opened its first store in France. In 2014 Action opened its 500th store. It continued growing exponentially. In June 2017 there are already more than 900 stores in Europe.[4]


  1. ^ "Map of locations" (in Dutch). Retrieved 16 February 2017. 
  2. ^ (Dutch) Action wil sneller groeien zonder poespas, Supplychain Magazine, January 29, 2012.
  3. ^ "Jaaromzet Action boven miljard euro". (in Dutch). February 15, 2014. 
  4. ^ "Map of locations" (in Dutch). Retrieved 4 June 2017. 

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