Parent Company: Action Holding BV
Brand Value: US$1,292 Mil.
Headquarter City: Zwaagdijk
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 1500 stores across the Netherlands, Belgium, France, Germany, Luxembourg, Austria. and Poland. Action is known for affordable everyday products. Action offers over 6,000 different items in stores, with more than 150 new products every week. 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 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. This year an interview with their CEO was published touching on the subject of sustainability. Simply selling products that otherwise would be destroyed can be a form of sustainability, according to the interview. And although Action may not be a front runner when it comes to sustainability, slowly but steadily steps are being taken. Action is on a mission of showing, rather than telling what they contribute to a more sustainable future.
Responsibility index: 98