⏱ 1 min 30 read
Background
Action, a Dutch chain of non-food discount stores, has been expanding in Switzerland for several years. In French-speaking Switzerland, it was already present in Étoy, Villeneuve, Monthey, Martigny and Sion-Uvrier. The canton of Geneva did not yet have a store.
The key points
On Thursday 12 November 2026, Action opened its first Geneva store, on the ground floor of 63 Avenue de l’Étang, in the Étang district of Vernier. The sales area covers 850 m².
The retailer sells home decor, kitchen and household items, beauty products, toys, school supplies and cleaning products at low prices. It claims a range of 6,000 items, two thirds of which are constantly renewed.
According to the Tribune de Genève, its business model, based on low prices and high product turnover, has drawn criticism in several European countries, notably over working conditions.
Key figures
- 23 : Action stores in Switzerland with this opening
- 850 m² : floor area of the Vernier store
- 6000 : items on offer, according to the retailer
What it means for businesses
- Geneva retail : a new discount competitor enters the market for household and leisure goods.
Further reading
Sources
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