Dutch Discount Chain Action Registers Greek Company in Possible Challenge to Jumbo

by · Greek City Times

Dutch discount retailer Action has registered a company in Greece, a step that points to preparations to enter the Greek market and could make it a serious competitor to Jumbo.

Action Greece registered in Athens

The company, Action Greece Μονοπρόσωπη ΙΚΕ, was registered on 11 November 2026 at Filellinon 26 in central Athens, Euro2day and Pronews reported. Its sole owner is Action Holding B.V. of the Netherlands, and its share capital is €5 million.

No location has been announced for a first store, and there is no opening date. The registration signals preparation for market entry, not that trading has begun.

Who is Action?

Action was founded in the Netherlands in 1993 and is now one of Europe’s largest non-food discounters. According to the company, it has more than 3,500 stores and sells about 6,000 products, two-thirds of which cost under €2.

Read more: Jumbo Greece to Open First Canadian Store at Vaughan Mills Ontario

Its range covers cleaning and household products, homeware, cosmetics, toys, stationery, tools, decorations and seasonal goods. Its low prices are credited to bulk buying, standardised stores and a frequently changing range.

Its stores are generally smaller than Jumbo’s hypermarkets, which means they could fit into more city neighbourhoods.

Moving into Jumbo’s markets

Jumbo operates in Greece, Cyprus, Bulgaria and Romania. Action opened its first Romanian store in September 2025 and plans to enter Bulgaria in 2027, so it is gradually moving into the countries where Jumbo does most of its business.

In January, Citi analysts warned that Action’s expansion in South-East Europe could put pressure on Jumbo. Citi estimated that Action could eventually open 370 to 550 stores in Jumbo’s markets, and downgraded Jumbo’s shares from Buy to Neutral.

Jumbo’s founder, Apostolos Vakakis, has played down the threat, pointing to the differences between the two business models, Capital.gr reported.

What it means for shoppers

Another large discounter could mean more choice and sharper price competition for Greek shoppers. Real price comparisons between the two chains will only be possible once Action’s first Greek stores open.

*Related: Greeks Declared €9.9 Billion More Income, With €1.6 Billion More Tax Assessed

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