• Actionlogo Newmarch18
    Benelux / Private Equity



    Established in 1993, Benelux-based Action is the leading non-food discount retailer in Europe. Large-scale procurement, flexible assortment, optimal distribution and a cost-conscious corporate culture ensure very low prices. The core product assortment includes decoration, DIY, garden and outdoor, household goods, multimedia, sports, stationery and hobby, toys and entertainment, food and drink, laundry and cleaning, personal care, pets, clothing and linen.

    Action generates revenues of over €7bn per annum. Its business model differs from that of more traditional retailers because only c35% of its total product range is fixed. Action aims to surprise its customers with a constantly refreshed product range at amazingly low prices. The business model is summarised by the slogan: "more than you expect for less than you imagine".


    • Won "European Retailer of the Year" award for three consecutive years
    • Opened nine distribution centres and two hubs
    • Operates more than 2,100 stores across ten countries and employs over 65,000 staff
    • Leveraging our network, experience and resources to further internationalise the business
    • Ongoing sustainability efforts: 85% of cotton products sold by Action are certified by the Better Cotton Initiative and 87% of the paper and wood products in its range are made from sustainable wood.

    Update 2020   

    "Action continues to perform strongly by expanding rapidly. The company has become a seasoned issuer in the debt markets. The strong demand from investors reflects the high level of support for Action’s strategy and management.” Robert Van Goethem, Partner and Head of Consumer

    Regulatory information 
    This transaction involved a recommendation of 3i Investments plc, advised by 3i Benelux.

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