Dutch company Action, the non-food discounter, is opening its first store in Romania today in the city of Pitesti. Romania is the fourteenth country in which Action operates.

Hajir Hajji, CEO of Action, explains: “We are truly excited to open our very first Action store in Romania today. With this important milestone, we are proud to bring the unique Action formula to Romanian customers and introduce them to our surprising assortment at the lowest prices. Opening in Pitesti marks the beginning of our journey in Romania, and it is only the first step towards making the Action experience available to many more Romanian communities in the years to come. I would like to thank everyone who has worked with great dedication and passion to make this opening possible. Our success is built on the commitment of our teams.”

With more than 3,000 stores across Europe, Action employs approximately 80,000 colleagues of 151 nationalities. The company created more than 10,500 new jobs in 2024 and invests in development opportunities like training and promotions.

Action invests in product quality and sustainability, applying strict supplier and sourcing standards through its Ethical Sourcing Policy. All Action’s private and white label products use 100% certified sustainably sourced cotton, timber and cocoa. The palm oil in Action’s own food & drink products and candles is 100% certified sustainable. Action has set science-based near-term targets for greenhouse gas reduction that are approved by the Science Based Targets initiative. Action stores are heated without gas and all stores, offices and distribution centres use 100% LED lighting.