Interview Where deforestation reigns in the landscape of stores, posted Action – which in 2014 opened its five hundredth store – last year a record turnover of 1.5 billion euros . Yet drags CEO Ronald van der Mark at lunch still tray with cheese roll through the canteen. Exuberant ,, are not fit Action. ”
Paint Stuff and detergents. But also:. Nail decoration, a milk frother with cow print, a luminous duck, polyester fence birds, insects and hotels skewers XXL
Welcome to the wonderful world of Action. Amusement park full of knickknacks. And most flourishing budget chain in the Netherlands. Because where traditional Dutch monuments like Hema, Blokker and V & D in heavy weather, Action scores with its distinct range, bargain prices and tight shop
The company yesterday presented good figures for 2014 came. 108 new stores in the Netherlands, Belgium, France and Germany. Revenue rose to 1.5 billion euros and the number of employees grew – including temporary staff -. 16,500 to 22,000
Still, boasts CEO Ronald van der Mark – married, father of three children – not like other CEOs a chauffeured car, let alone a private jet. In fact, he trudges over lunch still tray with cheese sandwich from the canteen. Success, he celebrates with a cream pie instead of bubbles. And that fits perfectly with the West Frisian mentality, the staff found at the headquarters in Zwaagdijk East. Van der Mark prefers not give interviews because: hassle and distracting. But with further (European) expansion coming – Action will in France thousand stores and in Germany in 1500 – Grow your openness with more goodwill, his advisers kept him
What do you have in-house. of Action?
,, Many things for daily use. Such as cleaning products and personal care items. But candles in all shapes and sizes, toys for my kids, interior decoration. And printing paper. ”
What is the cheapest item you are selling? And the most expensive?
,, The most expensive one tuinstoelenset of 159 euros (right, red.). The cheapest one eraser of 23 cents (not true: it is 19 cents, ed.) ”
Do you ever:. What should be a man with a polyester fence parrot ,, No. Customers decide for themselves what they need. Although our approach – very low product prices – would sometimes leads people to take more than they came in advance. But is it our responsibility? Or the consumer? On the other hand, our policy social impact on customers who have less money to spend: they can still participate in birthdays, Christmas and Santa Claus. Furthermore, I find it difficult to estimate any article in our range or not is going to run. Loom Straps were the hit of last year, the year before Buddhas. We sold veeerrryyyy many Buddhas. And foam flowers. Not everything is successful, although our buyers often feel very well what our customers want. I do not understand a miniature of a fairy on a unicorn is a hit. And do understand it silverplated tableware does not start. And a batch of 25,000 mini turtles with glitter. But if no mistakes are made, there is no risk taken. As long as many more hits surpass the mistakes, I’m satisfied. ”
What do you think of the criticism that the high disposable content at Action not exactly contribute to sustainability?
,, We propose increasingly stringent conditions to our suppliers in terms of quality and working conditions and wages. We test products and control requirements in factories, we do not make money on the backs of others. That is our policy. We can offer 100 percent guarantee? No, if someone is deliberately secretly engaged, it is difficult. But we find out, we will take measures. We put the most energy efficient vehicles for transport, we are making increasing use of LED lighting in our stores and distribution centers and we are also creating five thousand new jobs doing social good. In Action pretend we are not perfect, life is not perfect. But when people without checking spouting all kinds of prejudices, which bothers me though. I think that our injustice. ”
What is the most exotic place where you encountered something of Action?
,, I heard that there is a market in Thailand shopping bags of us were offered for sale. I find that very funny. As we noted before King’s people first all parties aanschaften us and then sold for higher amounts of free markets. The same happens on Marketplace. I need there to laugh ”
HEMA, V &. D and Blokker are in dire straits. How a shopping street looks about 5 years from now?
,, Supermarkets and discount stores as we continue. Like the more expensive segment and smaller specialty stores. It will run for experience and service, and those who can not join, drop out. The vacancy increases and plans will be made to make again alive centers. “
When is big big enough? Too many expansion is often a pitfall
,, There is still rack -. In other countries – in this market for Action. Then you must take action. No one yet is satisfied with the regional tennis championship if he could win Wimbledon? “
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