Action, Europe's rapidly expanding discount retailer, has delivered a robust first quarter performance with net sales soaring 17.2% to €3.5bn while maintaining impressive like-for-like growth of 6.2%. The retailer's aggressive expansion strategy continues unabated, with 49 new store openings during Q1 2025, bringing its total network to 2,967 locations across 12 countries and attracting an average of 19.7 million weekly customers.
The company's successful entry into Switzerland on 5 April marked a significant milestone in its European expansion journey, with the inaugural store in Bachenbülach near Zurich generating record-breaking opening day sales. This immediate consumer enthusiasm mirrors patterns seen in Action's previous market entries, suggesting strong growth potential in the Swiss market, where premium retailers have traditionally dominated. For real estate investors, Action's expansion trajectory presents compelling opportunities in retail park developments, with the company on track to add approximately 370 stores in 2025, translating to substantial demand for retail spaces ranging from 800 to 1,000 m².
"The world is experiencing a volatile and uncertain start to 2025. Amid these market conditions, we see consumers continuing to turn to Action for their daily necessities and household purchases. Our unique formula of good quality products at the lowest price combined with our progress in sustainability, are the main drivers of our rapid growth and works everywhere. We saw this again when we opened our first three stores in Switzerland, which customers visited in record numbers," said Hajir Hajji, CEO of Action.
The company's success in Switzerland follows another significant achievement in France, where Action was named the country's favourite retail brand ("Enseigne Préférée des Français") for the third consecutive year by EY Parthenon. With a record fan rate of 48.8% - the highest ever recorded by a retailer in the study's history - Action has firmly established its dominance in what has become its largest market, now comprising 862 stores following three new openings in Q1.
Looking ahead, Action plans to achieve its milestone 3,000th store in Q2 2025, with celebrations planned for customers, colleagues and suppliers. The company's expansion strategy continues with plans to enter Romania in autumn 2025, which will become its 13th operating country. Additionally, Action has announced a sustainability event scheduled for 12 June 2025, where it will showcase progress in its Action Sustainability Programme across four key areas: people, planet, product and partnership.
For commercial real estate developers, Action's continued expansion represents a reliable anchor tenant opportunity in an otherwise challenging retail environment. With average store sizes between 800-1,000 m² and a proven track record of driving consistent footfall, the discount retailer offers significant potential for retail park developments seeking to attract complementary tenants, capitalising on Action's consumer traffic.
People:
- Hajir Hajji, CEO, Action
Companies:
- Action - European non-food discount retailer
- EY Parthenon - Strategy consulting firm that named Action as France's favourite retail brand
IMAGE SOURCE: Action
