You may have noticed a new store brand popping up in the area, although some think it is a gym on account of the name, Action, but it is the latest European chain to gain a foothold in the Alicante province, riding off the back of the success of Pepco (or Polish origin), Rossmann (German), Tedi (German), and Normal (Danish), all offering similar low priced home-based products.
Action is a Dutch company and arrived in Spain for the first time in 2022 with its first foot in Catalonia, where they saw a natural expansion from France. After establishing itself in the autonomous community, its next step has been in the province of Alicante, where it has already landed, first in Finestrat and then in Cocentaina, more recently in Elche and now the edge of the Orihuela Costa (Punta Prima).
The chain has been operating for more than 30 years with a mission to offer the lowest prices and a wide assortment to customers, they say, and they do this keeping in mind values, such as customer orientation, cost consciousness, simplicity, teamwork, discipline, and respect.
At Action, customers can find almost anything to dominate their daily lives with good quality products and at the same time on a low budget: from cleaning detergents, DIY items, toys, office supplies or home decoration.
Overall, they offer a selection of 6,000 products in 14 categories (from toys to homewares, gardening, DIY and food) at the lowest prices, and claim to introduce 150 new products every week, ensuring a relevant assortment that meets various needs and preferences. Plus, they have 1,500 items for less than 1 euro. More than two thirds of all products cost less than 2 euro.
The company currently has around 70 employees in the province of Alicante and will hire more as they are increasing our number of stores in this region.
A typical Action store has between 1,000 and 1,200 square metres of sales area. This is the ideal size to present products and ensure a comfortable shopping experience for customers: wide aisles and low shelves create an open and pleasant atmosphere. However, there may be variations by country depending on the typical store environment and location availability.
Some products in their assortment are manufactured in Spain. The product selection reflects their commitment to offering a variety of items from different regions: 40% of the assortment comes from Europe and 60% from Asia.
