Sierra, formerly known as Sierra Trading Post, has evolved from a catalog-based retailer to a nationwide chain since its acquisition by TJX Companies. In 2014, the company operated in four states; now it has expanded across the country. Shoppers can find trusted outdoor brands and appealing prices. Retail foot traffic has notably increased from 2019 to 2022, showing significant consumer interest. TJX plans to open more Sierra stores this fiscal year, indicating confidence in their growth and impact in the outdoor retail market, as seen in competitors' adaptations as well.
Reuter explains that several other companies that share the same ownership haven't appealed to him; when it comes to Sierra, however, he found "brands that I knew and trusted, like Smartwool, Carhartt and more."
Retail foot traffic at Sierra locations increased dramatically between 2019 and 2022, indicating a strong consumer interest and engagement in outdoor shopping.
TJX announced that it was increasing the number of new Sierra stores it planned to open in the current fiscal year, reflecting its confidence in the brand's growth.
Reuter noted that Sierra's offerings and their prices were appealing, contributing to his positive shopping experience compared to other retailers.
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