(Editor’s note, 12 March 2025, 15:40: This article has been updated to include the exact opening date and store address, supplements the information originally announced.)

“I am pleased to confirm that we will be opening a new Action shop in Luxembourg at the end of March.” Nienke Kooistra, country communications manager for the Netherlands and Belux, told Paperjam that the Dutch hard-discount giant is preparing to expand its portfolio with the opening of a twelfth store in the country.

The inauguration is scheduled for 22 March at 32 Rue du Fort Neipperg.

Ten years of presence

Action first set foot in the grand duchy in 2015, with the opening of its Mersch shop. “Luxembourgers already knew Action from our shops in Belgium, which helped us when we opened our first shop,” recalled the brand’s Belux general manager, Joeri Sanders, when Paperjam . Esch-Belval, Echternach, Marnach, Beggen, Strassen, Schengen, Sandweiler, Bettembourg, Weiswampach and Diekirch have since been added to the map.

To explain Action’s success in a country with higher purchasing power than elsewhere in Europe, Sanders said: “In every country, the Action model has proved that it works, whatever the environment. Whether it’s a shopping centre, a retail park or an independent location. We are flexible. Action is appreciated by customers for its everyday items and those products that make life easier or more comfortable, and all at the lowest price. Luxembourg is no exception.”

A “locomotive”

Following the announcement last September of the , the arrival of Action would be a further step in the revitalisation of the Gare district sought by the City of Luxembourg. When contacted, the city had not responded to our request at the time of publication of this article.

For François Honoré, CEO of GeoConsulting, which owns the Upcity strategic consultancy assisting elected representatives with the redevelopment of the area, the arrival of Action is part of the objective of “bringing back ‘locomotives’ to the station district.” In other words, shops that “occupy a sufficiently large surface area to attract customers, including those from far away. These customers could then be redistributed to other shops in the area.”

As for the cohabitation between an address renowned for its sacrificial prices and brands that do not have the same positioning, this is not an obstacle in the eyes of the CEO of GeoConsulting: “I’m not saying that this is the direction that will be taken, but we can very well imagine that the vision for the Gare district is to have maximum variety and diversity both in the retail offer and in the standard of the shops. Twenty years ago, this was impossible because the commercial standards were so tight. Today, the customer in an Action shop may be the same as in a more premium chain. The consumer has become a chameleon.”

With around 3,000 shops in 12 countries, Action in 2024 to €13.8bn euros. In 2023, Action Luxembourg posted sales of €59.36m, up 15.4% year-on-year.

This article was originally published in .