Nothing stops him. Driven by inflation and the enthusiasm of young people on social networks, the hard-discount brand Action opened a new store in the capital this Wednesday. This will be the second Parisian point of sale for the Dutch chain, already established in the Le Parks shopping center, boulevard MacDonald, since 2021. Once again, it is in the 19th arrondissement, avenue de Flandre, that the brand “favorite of the French” in 2023 has chosen to settle down.
In this temple of shopping at bargain prices, Parisians will find everything that has made the Action stores in the provinces so successful. “The concept of this 1,400m² store is similar to our other French stores and offers the same products, i.e. 6,000 references spread across 14 categories,” Wouter de Backer, general director of Action, explains to Le Figaro. The brand specifies in passing that the town hall of the 19th arrondissement “greatly supported this opening”, which “resulted in the creation of 86 local positions”. According to the company, the new address “would already be a great success” on the eve of the holiday.
It must be said that with its low prices, the chain responds in every way to the constraints of a Christmas under inflation. “Action is seen as a solution for the French in the current economic context,” said the channel in a press release published at the beginning of April. Action can also count on the unexpected enthusiasm of young people on social networks, and of course, on its impressive territorial coverage. “In all, Action now has 796 stores in France,” says Wouter de Backer, and “more than 17,000 employees.” No wonder, then, that France has become the chain’s leading European market.
The discount giant should not stop there. According to information from Le Monde, Action could well open a third Parisian address, rue de Lourmel, in the 15th arrondissement, in 2024. This information is however not confirmed by the management of the chain, which only indicates “hope for a realization in 2024.” Wouter de Backer recognizes, however, that the capital “has strong development potential for the brand”, “with consumers responding to this”. It remains to be seen whether Parisians will be ready to place Action gifts under their Christmas tree…
