October the 29th, 2025 – The popular Dutch discount store Action is set to open stores in Croatia next year, with the number of them coming to the country not yet revealed.

As Poslovni Dnevnik writes, the Dutch Action is one of the most successful European discount chains currently in operation, and it has announced the opening of its first stores in Croatia in 2026. It will therefore expand its network, which currently includes more than 3,000 branches spanning 14 European countries. This was recently confirmed the company’s CEO Hajir Hajji in the publication of Action’s quarterly business results.

Back in August 2024, Action founded a company here in Croatia with a share capital of two million euros, headquartered in Zagreb, more specifically at Ulica Grada Vukovara 269E. At the same time, it announced its entry into the neighbouring Slovenian market, while expansion into the Romanian market is planned by the end of this year, according to a report from Klikni.hr.

The chain is known for its competitive and low prices, has been operating since 1993 and offers a range of around 6,000 products, including household goods, decorations, cosmetics, school supplies, toys, personal care products and long-lasting food. Around 80 percent of Action’s range actually consists of non-food products. Of particular interest to consumers is the fact that two-thirds of the prices are positioned below three euros per item, while the average basket is between 12 and 15 euros.

A distinctive feature of Action’s business model is the rapid rotation of its assortment. Most of the products it sells are replaced every six months, and customers are attracted precisely by those constant novelties. The average customer visits Action stores over 12 times a year, significantly more than other stores in the industry.

The new Dutch Action chain being present in Croatia will increase competition in the segment of discount non-food products, where Pepco, TEDi and KiK already operate, recording high profitability rates. The exact locations of the first Action stores in Croatia and their number have not yet been announced, but it is expected that the company will publish additional information about its expansion into the domestic market in the coming months.


 


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