The non-food retail chain will open two new stores in the municipality of Guimarães, thus reinforcing its presence in Portugal. The brand, known for practicing average prices below 2 euros, now has 23 establishments in Portuguese territory, a year after arrival in the country.
According to Marketeer, the new spaces are located in Silvares and Taipas, with inaugurations scheduled for August 7 and 28, respectively. Stores will have commercial areas of 900 and 889 square meters and will allow the creation of 44 new jobs in the Minho region.
Silvares First, Taipas After
The Silvares Unit, which will open doors in early August, will be located at Rua Padre António Ribeiro, number 5. The Taipa store will operate at Rua São João Baptista, number 4010. Both will be open daily between 9h00 and 21h00.
Founded in the Netherlands, Action is one of the largest discount chains in Europe and bets on a quick expansion model, focusing on the variety of products and affordable prices. The so -called “Formula Action” is based on a offer of about 6,000 articles, organized into 14 categories, ranging from toys to home articles, going through gardening, DIY, stationery and food.
According to Sofia Mendoça, the brand’s director-general in Portugal, “our success is based on a strong formula and the commitment of our teams”, adding that entry into Guimarães “is another natural step” after the first year of operation in the country.
150 news per week
One of the particularities of the Action model is the product turnover. Each week comes to the shelves about 150 news, maintaining the average price of the articles below 2 euros. This dynamism has contributed to brand growth with Portuguese consumers, who are looking for more affordable consumer alternatives.
According to, sustainability is also part of the company’s strategy. All stores are equipped with LED lighting and do not use gas. Regarding the product portfolio, Action ensures that 100% of the wood used is certified (FSC or PEFC), cocoa is faitrade and 99% of cotton comes from the Better Cotton program.
With these two new openings, the company continues to reinforce its position in the north of the country, after initially arrived at the Greater Lisbon area. The bet on municipalities outside the large urban centers seems to follow a logic of decentralization that can be repeated in other regions.
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