The already competitive and highly contested sector of retail Spain has been complicated by the emergence of a new actor, one that some already present as a direct competitor to Mercadona or Aldi, although its approach is slightly different. Its name: Action, a Dutch chain that is expanding strongly throughout Europe. So much so, in fact, that it boasts of having more than 3,000 stores spread across 13 countries and serving 20.2 million customers every week.
And among those countries Spain is included.
What exactly is Action? A chain of stores. So far nothing exceptional or out of the ordinary. What has made it stand out is its pace of expansion, something it has achieved largely due to its approach: an aggressive commitment to promotions, prices and an offer that is constantly being reviewed.
To begin with (and as can be seen on its website) the company offers a wide catalog of items that includes everything from household items to stationery, electronics, toys, tools, parapharmacy, clothing and sports. Where it differs, for example, from Mercadona (or most supermarkets) is its food line.
While Juan Roig’s firm pays more and more attention to food already cooked and ready to go, Action is limited to snacks, cookies, sweets, soft drinks and some packaged foods, such as instant noodles or protein bars. Nothing fresh. No butcher or fruit shop sections.
Is it their only difference? Its main bet is prices, a discount policy that leads it to launch weekly promotions with products under €15. The company gives it so much importance that it actually presents itself as “a chain of discount stores for non-food products” and ensures that the majority of its products (two-thirds) can be purchased for less than two euros.
It is nothing exceptional, but it is an effective formula that has allowed other companies to grow before, such as Temu. Action ensures that it always has 1,500 products for one euro and renews its catalog with 150 new items every week.
And does it work for you? It seems so. At least if we look at his history and figures. Although the company is young (it opened its first store in Enkhuizen, Netherlands, in 1993) it has managed to spread throughout Europe to add more than 3,000 stores in 13 countries. Its latest balance sheet shows that its net sales for the first half of the year reached 7.3 billion euros, 17.9% more than in 2024. Regarding commercial expansion, during the same period it opened 125 new stores that now receive, on average, around 20.2 million customers every week.
Its main markets are France and Germany, where this year it opened its 600th store. Its presence is also notable in Poland, with around 400 stores. In general, its progression over the last 20 years has been more than notable: in 2003 the chain added 100 stores, in 2008 there were already double that number, in 2014 it added half a thousand and in 2022 it surpassed the 2,000 barrier. This year it has already celebrated a new brand (3,000 stores), with the jump to the Romanian and Swiss markets.
And in Spain? The chain debuted in Spain in 2022 and two years later it advanced its peninsular expansion with its first store in Portugal. Here the pioneer was an establishment in Girona, although during its inauguration those responsible for the company already announced that they would continue advancing with a view to the rest of Spain. In fact, during the Girona premiere, Monique Groeneveld, director of the firm, already clarified that in a matter of “weeks” more stores would open in the rest of Catalonia. The passing of the years has confirmed that he was not just talking.
Today Action has almost 90 stores spread throughout much of Spain and a notable footprint in the Community of Madrid, Catalonia, Murcia and the Valencian Community. At the beginning of summer, when it had 74 stores, its workforce already exceeded 1,400 people. Recently, its expansion throughout Spain was expanded with new locations in Ciudad Real, Gijón, Baena and Tárrega.
Since June, this vast commercial network has also been completed with its first distribution center in the country, the sixteenth in Europe. A facility of around 59,000 square meters (m2) located in Illescas, in the province of Toledo, designed to supply 210 stores throughout Spain and Portugal.
Are they all advantages? No. Although the Dutch chain shares part of the strategy of other firms that have achieved a wide presence in Spain, as a commitment to low costthe aggressive pricing policy, promotions and own brands, it will not be easy to beat other large chains.
Its offer is not comparable to that of Mercadona, Aldi or Lidl (especially due to the differences in food), but Spanish retail is already highly contested and has giants such as Roig’s firm, which has a share of almost 30%. The Spanish client has also demonstrated notable loyalty towards regional firms.
Images | Action and Google Maps
In WorldOfSoftware | For Juan Roig, the key to Mercadona’s future is very simple: “Salaries above the sector average”
