Discount stores are booming in Madrid and continue to multiply; now it’s the turn of the Dutch chain Action, which opened a new store in Madrid on July 30, 2026, specifically at 91 Pablo Neruda Avenue, inside the Madrid Sur shopping center. This is the company’s seventeenth store in the Community of Madrid and its 122nd in Spain.
The store sells around 6,000 products across 14 categories, ranging from toys and arts and crafts to household goods, gardening supplies, DIY items, and food. Prices are so low that 1,500 products cost less than 1 €, according to Action. The chain adds 150 new products each week, and more than two-thirds of its assortment is priced at less than 2 euros. Store hours will be Monday through Sunday, from 9:00 a.m. to 10:00 p.m.
Low prices, but with a sustainable vision
But the fact that it’s a low-cost store hasn’t prevented it from pursuing a sustainable vision. According to its own data, the company implements a sustainability policy that ensures 99% of the cotton used in its private-label products comes from the Better Cotton program, with the remaining 1% being organic. All Action-brand cocoa has been Fair Trade since 2022.
Francisco Núñez Aparicio, CEO of Action Spain, notes that the opening comes four years after the chain opened its first store in the country, adding 12 new employees. Action currently operates more than 3,300 stores across 15 European countries.