Dutch discount retailer Action intends to open at least eight new stores in Romania in 2026, according to statements made by company officials for The Diplomat-Bucharest.

Action views Romania as a market with strong long-term potential. With eight stores currently operating — following its first launch in Pitești on September 24 last year — the company says it is still at an early stage of development locally. However, the response from Romanian consumers has been very encouraging.

“Building on this positive momentum, we aim to continue strengthening our presence across the country over the next years. We do not disclose any specific locations yet, but we intend to at least match last year’s pace of store openings in 2026,” company representatives said.

Action operates as a non-food discount retailer. With approximately 6,000 products across 14 categories, the chain offers everyday essentials alongside practical and inspirational home products. Its strategy focuses on combining good quality, low prices, and an increasingly sustainable assortment — a formula that resonates strongly with Romanian consumers, who are both price-conscious and increasingly attentive to quality and responsible choices.

As Romanian shoppers become more discerning, connected, and opportunity-driven, the country’s evolving retail landscape offers favorable conditions for further expansion. Action’s ambition is to become a trusted destination for customers seeking good-quality, sustainable products at the lowest prices.

Sustainability remains a core pillar of Action’s long-term strategy. Through its Action Sustainability Programme (ASP), structured around People, Planet, Product, and Partnership, the retailer has set concrete goals, including reducing emissions from its own operations by more than 75% by 2030 compared to 2021 levels. These targets have been validated by the Science Based Targets initiative, underlining the company’s commitment to responsible growth.