The Dutch group aims to open its first American store by late 2027 or early 2028. In 2025, its sales reached 16 billion euros in the 14 European countries where it is already established.
Action is looking to expand internationally after successfully operating in around 15 European countries, including France, for the past twenty years. The Dutch hard discounter is now looking to make its mark in the United States. The company plans to open its first store in the southeastern United States by the end of 2027 or early 2028, with a goal of reaching 100 stores by the end of 2030.
Majority-owned by the British investment fund 3I, the discounter has conducted a thorough study of the competitive American market, which has highlighted a strong potential for its business model. This model involves selling everyday non-food products such as kitchen utensils, household products, toys, stationery, decorations, at very attractive prices. In Europe, these products, whether from international brands, the retailer’s private labels, or independent manufacturers, attract millions of consumers.
