Action was founded in the Netherlands in 1993 by a group of Dutch entrepreneurs, who opened a small shop in the town of Enkhuizen. From the very beginning, the concept was simple yet highly appealing: a wide variety of everyday products at rock-bottom prices. This formula quickly resonated with local customers, enabling Action to expand rapidly throughout the Netherlands. By 2002, the chain had already reached nearly 100 stores in the country. Since then, the brand has grown extensively across Europe, now operating over 2,900 stores in 12 European countries, with a turnover of €11.3 billion and approximately 80,000 employees.
A Winning Formula: Low Prices, Wide Selection, and the “Surprise Factor”
Action’s business model is built on several clear pillars that have driven its success from the start. First, the chain offers an extremely broad assortment, around 6,000 fixed-stock items, across 14 product categories. These range from home goods to DIY, gardening to toys, and even include a selection of packaged food. The goal is for customers to find “a bit of everything” for daily and family needs, while remaining a non-food discount specialist.
Second, price is the key factor. The vast majority of products are sold for just a few euros (over half of all items are priced under €2). The company’s guiding principle is “quality at the lowest possible price”, making its products accessible to all customer segments. One of Action’s mottos, “small prices and big smiles”, reflects the customer satisfaction that comes from making great-value purchases.
In addition to unbeatable prices, Action emphasizes the “surprise factor” as a distinctive element of the shopping experience. Around two-thirds of the product assortment is not fixed but rotates regularly, with 150 new items introduced in stores each week. This constant refresh keeps customers curious and encourages frequent visits to discover the latest deals and finds.The combination of low prices and a constantly evolving selection makes shopping at Action feel like a “treasure hunt,” where every visit can uncover something unexpected and affordable.
From Vision to Reality
Italy represents not only one of the most recent milestones in Action’s growth journey but also a market of significant strategic interest. The announcement of Action’s arrival in Italy came in early 2021, marking our country as the ninth European market for the Dutch chain. Despite the challenges posed by the pandemic, Action moved forward with its Italian debut, confident in the strength of its non-food discount model for Italian consumers as well. The market entry strategy was carefully calibrated. On April 22, 2021, Action simultaneously opened its first two Italian stores: one in Vanzaghello and one in Turin. The decision to begin in Lombardy and Piedmont was no coincidence. These regions are densely populated with medium-to-high income levels, making them receptive to an affordable yet innovative non-food format. Their geographic proximity to France and other countries where Action was already established also likely supported the initial logistics setup.
We Built Action’s First Store in Italy
And it was in Vanzaghello that Sferica came into play. At the time, we were still operating under the name Centrotermica, specializing in MEP installations for prominent general contractors. But right around that period, drawing on our extensive technical and project management experience, we began an internal transformation positioning ourselves as a general contractor. It was a strategic move, driven by the vision of our CEO and backed by a thorough commercial scouting effort.
Through a targeted LinkedIn outreach, we connected with the Action team. After an initial round of discussions, we were selected to build the brand’s very first Italian store: Vanzaghello. It was a tangible opportunity to prove our capabilities. The collaboration with Action marked a pivotal moment for us: we evolved from being a MEP partner to a full-service contractor, responsible for delivering the store turnkey. The project was completed in record time, meeting all the brand’s international standards and overcoming the technical challenges of entering a new market. This is how Sferica officially entered the retail world, partnering with a fast-growing European brand.
That first store opening marked the beginning of a partnership that continues to this day. Action is now one of our key clients, and the Vanzaghello case remains a standout example of how vision, paired with execution, can turn a single contact into a real growth opportunity.