Action opens first store in Slovenia with over 6,000 products
Dutch discounter Action launches its first Slovenian outlet in Velenje with more than 6,000 low-priced products and a local subsidiary registered in 2024.
Dutch discount retailer Action will open its first store in Slovenia on Friday, September 19, 2026, locating the new outlet in the Velenjka shopping centre in Velenje. The company says the shop will carry an assortment of more than 6,000 low-priced items aimed at everyday needs.
Rapid-expansion model brought to Slovenian market
Action already operates in 15 European countries and has more than 3,500 outlets; company data cited in the chain’s materials note a total of 3,532 stores. In Action’s network, two-thirds of items cost less than two euros, and the chain introduces about 150 new articles each week to keep its assortment fresh.
The Slovenian store will sell products across 14 categories, including home and household, creativity, leisure, gardening, personal care and toys, among other everyday product lines. The retailer emphasises the combination of a broad assortment with low prices as the basis of its appeal.
According to the Slovenian business register AJPES, the local operation will run through the subsidiary Action SLO, which was registered in May 2024. The unit is overseen by Neda Vuk Salaba, Action’s head for Croatia, and Marcin Pawel Esel, who manages the Poland region.
Action Group reported total revenues of 16 billion euros last year, an increase of 16.1 percent versus the prior year. In the same period the chain added 384 new stores to its network, sustaining a rollout at a pace that exceeded one new opening per day. The group has also recently opened its fifth store in neighbouring Croatia.
Market analysts expect the Slovenian debut to test local demand for value-focused, fast-changing assortments and to increase competition among non-food discounters in the region.
Photo: press material from the event
