Dutch retail chain Action is heading to America — and it’s bringing 100 stores with it

Action, a well-known discount chain in the Netherlands, has announced plans to officially launch in the United States by the end of 2027, hoping to open 100 locations in the next three years. 

In their most recent market studies, Action has found that its store format is well-suited to the US retail market. 

According to RTL Z, the retail giant will begin its American adventures in the southeastern United States, opening its first store in this region by 2028. 

From Enkhuizen to the USA

The major store opened in the small, sleepy Dutch town of Enkhuizen in 1993, over 30 years ago. Now, they have locations all across Europe, from Austria to Poland, Belgium, Switzerland, and more. 

READ MORE | The best Dutch webshops for clothing, tech, supplies, and more

According to their website, Action currently has “more than 3,300 stores in 15 countries.”

The majority of their expansion in Europe occurred in the last 15 years: after British investor 3i took over, their store count soared from 250 to the current 3,300. 

Now, the company is hoping to bring its success across the pond: according to De Telegraaf, the first stores will open in three states: North Carolina, South Carolina, and Georgia.

Disciplined approach

Rather than barreling ahead at full speed, the company has said it is taking a measured, “step-by-step” approach, reports NOS. 

In the same spirit, Action will tailor its goods for the American consumer and work directly with US retail experts. 

This is the company’s standard of practice. As a spokeswoman told RTL Z, “We always have local management and local colleagues and collaborate with local experts.”

Ultimately, this expansion is a big, somewhat risky move: it will be a major step for what was once a tiny Dutch company. 

What do you think of Action’s expansion? Let us know in the comments!