In the Puerta de Alicante retail centre, the Dutch chain that specialises in affordable non-food products inaugurated its inaugural store in the city on Thursday. The relaunch and transformation of Puerta de Alicante Work City into a mixed-use complex, which will combine retail and office space, are anticipated to commence with this inauguration. The shopping centre’s owner, Carrefour, has chosen a two-phase development strategy that prioritises the acquisition of retail brands over office space. The project is currently awaiting final sanction.
For the time being, the advent of Action enables the utilisation of numerous vacant units on the ground floor, which have been amalgamated to form a single 800-square-metre retail space. Customers have the opportunity to choose from a variety of 6,000 “good quality” items in 14 categories, including domestic goods, gardening, DIY, food, and toys and crafts, at the new flagship store. This is entirely due to the company’s formula, which is distinguished by product rotation and discounts. It is a fact that the company introduces 150 new products to its stores every week, ensuring that “a relevant assortment that meets diverse needs and preferences,” as per sources within the chain. Additionally, the cost of over two-thirds of all products is less than €2.
The brand’s eighth location in the province of Alicante is the new store, which joins its existing locations in San Vicente del Raspeig, Elche, Santa Pola, Petrer, Finestrat, Cocentaina, and Orihuela. Additionally, it operates 18 stores throughout the Valencian Community. The company has a total of over 3,300 stores in 15 European countries and is currently in the process of contemplating an expansion into the United States. “We are thrilled to announce the opening of our new store in Alicante, four years after our first location in Spain.” We are delighted to have been able to introduce the Action formula to our customers, who have received us with enthusiasm. Our success is a direct result of the dedication and commitment of our teams, of whom we are extremely proud. I would like to extend our gratitude to all those who have assisted in this endeavour,” stated Bart Raeymaekers, Action’s Country Regional Director.
Twenty-four personnel
The Alicante store also contributes to employment creation by employing a team of 24 individuals to oversee the store’s extended hours, which are from 9:00 a.m. to 10:00 p.m. Monday through Saturday. The new location also follows the chain’s sustainability strategy, which involves reducing “greenhouse gas emissions from its own operations through initiatives such as eliminating gas connections in our stores by the end of 2024 and decreasing the use of LED lighting in all of them,” according to chain sources.
Additionally, the same sources underscore that “products are enhanced by reducing their carbon footprint and increasing their circularity.” For instance, all Action brand and private label cotton products are sustainably sourced, with 99% of them falling under the Better Cotton program and the remaining 1% being organic cotton. 100% of the wood utilised in our products is sourced from forests that are sustainably managed, either through the FSC® or PEFC certifications. Lastly, they emphasise that “since 2022, all cocoa utilised in Action brand products has been Fair Trade certified.”
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