Many items for 1 piece: Dutch low-cost supplier comes to Switzerland

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Good for the stretched wallets of Swiss consumers, but bad for the discount stores already established in this country, such as Otto’s, Tchibo, Lidl and Aldi: Dutch Action Holding BV has set up a Swiss branch. Action Switzerland GmbH, headquartered in Basel, was registered with the Swiss Business Gazette (SOGC) on 11 October.

Action confirmed to the trade magazine “Konsider” that the Basel branch could be the first step towards expansion into Switzerland: “We are interested in expanding our business in Switzerland in due course,” the media office said. You don’t know when your time will come.

Who is Action?

Action currently operates a total of 2,263 branches in eleven European countries and employs approximately 80,000 people. We expanded to Slovakia in March 2023. Switzerland is still a blank spot.

There are around 6,000 products in the product range. Action claims on the company’s website that at least 1,500 of these products are on sale for “less than 1 euro”. Will this be the case in Switzerland?

At Action, shoppers will find everything from gifts to towels, multimedia, underwear, tools, pan sets and craft supplies. There is no food except simple snacks and drinks. Both third-party brands and own brands are offered. The latter, such as Redstone kitchenware, Palazzo coffee or Freija pet food, are still largely unknown in Switzerland.

The Dutch should definitely not be underestimated: net sales of 8.9 billion euros in 2022 resulted in an operating profit of 1.2 billion euros.

Source :Blick