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Parent Company: Action Holding BV

Brand Value: $1,123 Mil.

Headquarter City: Zwaagdijk

Category: Retail

Year formed: 1993

Established in 1993, Action is the leading non-food discount retailer in Europe. Action started as a small retail store in Enkhuizen, the Netherlands; today, there are 1,325 stores across six countries, with a combined revenue of €4.2 billion in revenue. The core product assortment of Action includes household goods, office supplies, cosmetics, personal care, snacks, and toys. Notably, however, only 35 percent of the store’s product range is fixed, which encourages shoppers to return again and again, and leads to very high conversion rates for stores. Action recently won “European Retailer of the Year” award four consecutive years, and its focus on extreme value has spared it from pressures facing other department stores. Although Action does not have a webshop, they have a large online presence, including nearly 1.5 million Facebook followers. In 2018, Action celebrated 25 years of surprising customers with the lowest possible prices and a broad, everchanging assortment of products, with a campaign around the theme of “small prices, big smile.”