The Dutch discount retailer Action is poised to make its debut in Switzerland with the opening of its first store in Bachenbülach on April 5, 2025. Just a few weeks later, a second location will follow on April 24 in Martigny. This expansion marks Action's entry into its 13th country, complementing its already impressive network of 2,918 stores across twelve European nations.
Action's growth in recent years has been nothing short of remarkable. According to reports, the company aims to open at least one new branch every day throughout 2025. These ambitious plans are fueled by Action's strategy of offering a wide range of non-food products at highly competitive prices. In the fiscal year 2024, the retailer's turnover surged by an impressive 21.7%, reaching 13.8 billion euros (approximately 13 billion francs).
Customers can expect to find around 6,000 different items in Action's stores, spanning various categories including household goods, toys, and garden supplies. The store is designed to offer a no-frills shopping experience, reminiscent of a warehouse layout, which allows for low-cost operations. Every week, more than 150 new products will be introduced, ensuring that there is always something fresh on the shelves. However, as reported by Konsider.ch, prices in the Swiss stores may be adjusted slightly higher due to the country's elevated cost of living.
Action has generated considerable interest as it enters the competitive Swiss retail landscape, facing established low-cost retailers such as Otto's, Aldi, and Lidl. Retail expert Marcel Stoffel expresses caution, stating, "Due to the higher rents and salaries, it is financially nearly impossible for discount concepts like Action to succeed in Switzerland," highlighting the challenges that await the newcomer.
In a strategic move, the Bachenbülach store will be located in an area that is becoming a hub for discount retail, featuring nearby competitors that include Jumbo Maximo, Otto's, and a Migros Outlet. This densely populated market may help Action gain traction quickly among consumers seeking affordability.
Despite its ample experience in other European markets, where it has thrived, Action's success in Switzerland may hinge on its ability to navigate local market dynamics effectively. As indicated by Action's own updates, the retailer is committed to providing a surprising array of goods at prices that make shopping feel like a treasure hunt.
The entry of Action could redefine consumer choices in the Swiss retail environment. The presence of this new player is likely to intensify competition among non-food item retailers. As Action positions itself as a go-to destination for budget-conscious shoppers, its arrival may prompt existing retailers to consider adjustments to their pricing or inventory strategies.
In summary, while the expansion into Switzerland opens new horizons for Action, the unfolding story will depend heavily on how well the retailer can adapt its proven business model to the Swiss market's specific conditions. If successful, this could mark the start of a compelling chapter for both Action and the local economy, with potential influences that extend far beyond just cheap prices.
