Spain is a country extremely loyal to its local supermarkets. A chain wants to change that: Action
He already competitive and highly contested sector of retail Spanish has become complicated with the emergence of a new actor, one whom some already present as a direct competitor of Mercadona or Aldi, although its approach is slightly different. Your name: actiona Dutch chain that is expanding strongly throughout Europe. So much so, in fact, that he boasts of having more than 3,000 stores spread across 13 countries and serve 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 him stand out is his expansion ratesomething it has achieved largely due to its approach: an aggressive commitment to promotions, prices and an offer in continuous review. To start (and how you can check in your website) the company offers a wide catalog of items that includes everything from household items to stationery, electronics, toys, tools, parapharmacy, clothing or sports. What it differs from, for example, Mercadona (or most supermarkets) is in its power line. While Juan Roig’s firm pays more and more attention to already cooked food and ready to goAction is limited to snacks, cookies, candy, 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 presents itself as “a chain of discount stores for non-food products” and assures 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, like 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 your 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. Your last balance shows that its net sales in 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 premises. In general, its progression over the last 20 years has been more than notable: in 2003 the chain added 100 storesin 2008 they were already double, in 2014 it added half a thousand and in 2022 it exceeded 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 your 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 the Spanish geography 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 the Spanish geography was expanded with new stores in Royal City, 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 costaggressive pricing policy, promotions and own brandswill not have an easy time beating 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 customer has also demonstrated notable loyalty towards regional firms. Images | Action and Google Maps In Xataka | For Juan Roig, the key to Mercadona’s future is very simple: “Salaries above the sector average”
