Dutch discount retailer Action sells private-label brands Candra, Alvira, and Ziki

Action, a Dutch discount retailer operating across Europe, sells products under its own private-label brands Candra, Alvira, and Ziki. Candra covers home goods like candles, Alvira offers body and face care, and Ziki is used for fashion items. These brands are owned by Action, which also sells national and supplier brands. The company sources from international suppliers and holds the trademarks. In 2021, a Ziki product, bamboo boxer shorts, won an award from the Private Label Manufacturers Association. Action's private-label strategy helps it offer a diverse assortment of around 6,000 products.