Sierra Trading Post, Inc.

  • Overview

Sierra Trading Post is counting on you trading in your hard-earned cash for a pair of waterproof hiking boots or a brand new wetsuit. The company sells discounted men's and women's brand-name apparel, outdoor gear, footwear, and home decor through four retail outlets in Idaho, Nevada, and Wyoming; five catalog titles; and a website. It buys overstock and closeout items from about 1,000 manufacturers, including Columbia, The North Face, Timberland, ECCO, Dr. Martens, and Birkenstock, and sells them to consumers at up to 70% off the original retail price. Founded in 1986 by Keith Richardson, Sierra Trading Post was acquired by off-price retail giant The TJX Companies. in 2012.

Change in Company Type

Massachusetts-based TJX bought Sierra Trading Post in late 2012 for nearly $200 million to bolster its online operations. As part of the deal, TJX acquired Sierra Trading Post's four outlet stores, office, fulfillment center, and photography studios in Cheyenne, Wyoming, as well as its customer call centers in Cheyenne and Cody, Wyoming.

Geographic Reach

Based in Wyoming, Sierra Trading Post operates a technology campus in Colorado and discount stores in Idaho, Nevada, and Wyoming.

Strategy

Sierra Trading Post specializes in buying overstocks, closeouts, and seconds under thousands of brand names.

It's launching e-commerce sites for the brands owned by its parent company.

To boost revenues, the company has focused on expanding the number of countries it ships to. To this end, it doubled its total count to more than 90 countries worldwide. Also, thanks to feedback from its fans, the company enabled its Facebook page to accept e-commerce transactions in 2011.

Sales and Marketing

The top-100 Internet retailer markets itself as "Great Deals. Great Brands." Through affiliate programs, Sierra Trading Post is able to boost its customer base.

Through its Action! STPLive interactive video program, which was launched in 2013, the company spotlights outdoor sports that fans can watch and Tweet with them.

Company Ownership

Sierra Trading Post is owned by The TJX Companies.

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Sierra Trading Post, Inc.


5025 Campstool Rd.
Cheyenne, WY 82007
Phone: (307) 775-8050
Fax: (307) 775-8301
www.sierratradingpost.com

STATS


  • Employer Type: Subsidiary
  • Chairman, CEO, Founder: Keith Richardson
  • CFO: Gary Imig
  • Chairman, CEO, Founder: Keith Richardson

Major Office Locations

  • Cheyenne, WY