“In 2024, we welcomed an average of 18.7m customers per week, 3.4m more customers than the year before. Such customer growth is only possible with our strong formula and great teamwork,” said Hajir Hajji, CEO of Action. This year, “we plan to welcome customers in two new countries, Switzerland and Romania. 2025 will be the first year that we enter two new markets in a single year!" Hajji, who became CEO of the group in 2022 after 17 years with the company, has reason to celebrate.

The Dutch discounter continues to move forward, with net sales up 21.7% to €13.8bn in 2024. Focused on reducing prices--650 product prices were reduced in the last quarter and around 2,500 product prices were cut over the year--Action added 352 shops in 2024 and now operates 2,918 shops in 12 European countries. This enables it to welcome an average of 18.7m customers per week. Like-for-like sales growth (excluding new stores) stood at 10.3%.

In 2024, Action created 10,641 jobs, compared with 8,88 new jobs in 2023. The company now employs 79,681 people of 151 nationalities.

This article was originally published in .