The non-food discount chain Action continues its expansion across Italy with the opening of a new store in Rome. Nearly five years after the brand’s debut in Italy, this opening demonstrates strong consumer interest in the brand’s format, as highlighted by Maurizio Oprandi, General Manager for Italy.
When will the new Action store open?
The grand opening, scheduled for Thursday, July 23, 2026, reinforces the company’s widespread presence in the region. Nineteen new hires are planned to staff the store.
The “Action Formula”: Affordability and Variety
Rome customers will have access to the brand’s now-familiar retail model, characterized by extremely competitive prices and a continuous turnover of merchandise. The offering includes a catalog of approximately 6,000 products divided into 14 categories (DIY, home care, toys, groceries, gardening, and much more); the introduction of 150 new items every week to keep the assortment constantly updated; and an affordable pricing policy, with over two-thirds of the items selling for less than 2 euros.
Commitment to Sustainability
Action is implementing various measures to reduce its environmental impact and improve product circularity. Among the store’s and brand’s key initiatives are energy efficiency—achieved through the exclusive use of LED lighting and the removal of gas connections in all stores—as well as certified raw materials: 100% of the wood used in products comes from sustainably managed forests (FSC® or PEFC certified), and all Action-branded cocoa has been Fairtrade certified since 2022.
Furthermore, as Action reports, all of the cotton used comes from sustainable sources (99% through the Better Cotton program and 1% from organic sources).
Address: Collatina Shopping Center, Via G. Battista Valente 190, Rome. Hours of operation Monday through Saturday: 8:45 a.m. – 8:30 p.m. Sunday hours: 9:00 a.m. – 8:00 p.m.
