The dizzying expansion of the brand Action

A Persian, in the Val-d’oise, the chain of Dutch stores, hard-discount Action will open the launch, Thursday 11 of January, the 336th store in France, after five years of presence on the territory. The other four will follow in the Hexagon, by the end of February.

Since his arrival, in December 2012, the destockeur has opened all kinds of shops: the look of hangars, white and blue, on the outskirts of French cities. In 2017, it has created no fewer than 115 new stores in France – and 243 in the world – after 100 in 2016, and recruited 2 200 people on permanent contracts.

In the seven countries where the group operates (the netherlands, Belgium, France, Germany, Luxembourg, Austria and Poland), it now totals $ 1 095 stores and more than 39 000 employees. In 2016, according to the latest data published, its sales in the world increased by 6.9 % at constant scope, to € 2.7 billion. “But probably double with the new stores,” says Bart Raeymaekers, director-general in France.

Established in 1993, with a first small location of 60 square meters in Enkhuizen (the netherlands) and a furniture store as a warehouse, by two brothers and a friend − they will sell the brand to the investment fund 3i in 2011, this newcomer on the French market, the exponential development, is examined with attention by the whole of the distribution.

1 500 products to less than 1 euro

Because the sign and hunting on the lands of a Gifi or Stokomani, with which it is in direct competition, that a Houses in the world for the dishes and the decoration or even a supermarket a classic for its non-food items.

This is thanks to its thirteen product categories (diy toys through fashion and linens), and a distribution of our own brands as national brands (Bic, Ecoiffier, Smoby, Domestos, Cajoline, Super Cross,…

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