Present in France since 2012, Action has experienced eye-catching growth, opening between 80 and 100 new stores a year. France is now its number one market by volume and value. It has created a total of 16,000 jobs since it started operations. At a time when spending power tops the list of French people’s worries, Action has emerged as the go-to store for purchases of everyday products.
Its strategy was previously focused simply on growing its market across France. Its institutional relations were limited and the main policymakers knew little about Action’s model and values.
