Action achieved an impressive 22% sales growth in 2024, with net sales of €13.8 billion. Comparable sales growth (excluding new shops) came in at 10.3%. The growth was entirely driven by more transactions. Thanks to this increase in net sales and continued cost control, Action managed to increase operating EBITDA to €2,076 million, up 29% on the previous year.
The chain opened 352 new shops and ended 2024 with a total of 2,918 outlets in 12 European countries. Action continues its international expansion. "On 31 January, we presented net sales for 2024, which were driven by strong customer growth. This gives us confidence to continue: we plan to open at least one shop a day this year," said CEO Hajir Hajji.
New markets: Switzerland and Romania
Action is busy preparing for its market launch in Switzerland. Action's formula of affordable quality products for everyday life will be available to Swiss consumers from 5 April 2025, with the opening of the first shop in Bachenbülach in the canton of Zurich. The second shop will follow on 24 April in Martigny, in the French-speaking part of Switzerland.
In addition, the company has plans to start operations in Romania in the second half of 2025. In 2026, Croatia and Slovenia will also be added to the list of countries where Action will operate.
Sustainability: Emission reduction and partnership with the Johan Cruyff Foundation
Action continues to strengthen its commitment to sustainability. In February 2025, the company's short-term emission reduction targets were approved by the Science Based Targets initiative (SBTi). Action lowered its target for reducing greenhouse gas emissions from its own operations (scope 1 and 2) from 60% to 75% by 2030. This is an important step towards compliance with the Paris climate agreement.
In 2024, Action made significant progress by achieving its target of 100% gas-free shops and 100% LED lighting in shops, offices and distribution centres. Also, 90% of the electricity consumed by Action now comes from clean, renewable sources.
Furthermore, Action has committed that by 2029, 80% of its emission-based suppliers will have science-based emission reduction targets.
Safe Sports Fields for Children
Action together with the Johan Cruyff Foundation opened the first 'Cruyff Court activated by Action' in Paris. Since 2022, Action and the Cruyff Foundation share a common vision to encourage children to get active and play sports to improve their physical and mental health. Over the next three years, new Cruyff Courts will be built in selected neighbourhoods around Action shops in France, Germany, the Netherlands, Spain and Belgium, giving children access to safe and well-maintained sports pitches.
Through these initiatives, Action remains committed to both growing the business and ensuring the sustainability of the communities in which it operates.
Outlook
Action continues its expansion with ambitious plans for 2025 and 2026, while continuing to increase its responsibility in the fight against climate change and its social impact.
More information:
Action
www.action.nl
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