Europe’s fastest-growing retail chain Action opens first store in Croatia

(Photo: WrS.tm.pl/Public Domain)

The Dutch discount retail chain Action will open its first store in Croatia on 11 March, marking the company’s entry into its 15th European market.

The debut Croatian location will open in Sesvete, a district on the eastern side of Zagreb.

“Residents of Sesvete and the surrounding area will gain access to the Action formula: a carefully selected assortment of 6,000 quality and increasingly sustainable products across 14 categories, all at the lowest prices,” the company said in a statement, writes Jutarnji list.

The arrival of Action in Croatia and neighbouring Slovenia has been anticipated since mid-2024.

According to unofficial information, the chain plans to open stores primarily in existing retail parks, while also seeking retail space in the centres of larger cities.

Action’s offer spans 14 product categories, including household goods, home décor, DIY items, garden products, toys, multimedia products, health and personal care, long-life food and drinks, detergents and cleaning products, pet supplies and fashion and bedding.

The assortment is constantly refreshed, with around 150 new products introduced every week, although the range remains largely similar across all countries where the chain operates.

The retailer is particularly known for its pricing strategy. Around two-thirds of products cost less than €3, while 1,500 items are priced below €1.

Because of its pricing model and product mix, Action is expected to compete directly with discount and variety retailers such as Pepco, Tedi, KiK and, to some extent, Pevex.

The company says the average shopping basket ranges between €12 and €15, while customers visit its stores more than 12 times per year on average.

Action’s CEO, Hajir Hajji, recently explained the retailer’s strict pricing philosophy.

“If we cannot offer the lowest price for a product, we simply will not place it on our shelves,” Hajji said.

Founded in the Netherlands, Action has rapidly become one of Europe’s fastest-growing non-food discount retailers, expanding aggressively across the continent with thousands of stores.

The opening in Sesvete marks the start of its Croatian rollout, with additional locations expected to follow in the coming months.