Newbie discounter achieves record sales – and declares war on Lidl and Aldi. Action increased sales by 27.8 percent to 11.3 billion euros, while LIDl's sales in the non-food sector were only ten billion euros.
Action opened its first branch in Germany in 2009, and many more sprouted up in the following years. The concept: appeal to as many customers as possible with a large selection. “This is the action effect,” the retailer writes on its homepage.