Sierra, an outdoor apparel store, opened in Riverview Plaza near Frederick in late April. Gennifer Hobbs, vice president, marketing director for Sierra, recently spoke with The Frederick News-Post to discuss what the more than 14,000-square-foot store has to offer.
What made Sierra want to come to Frederick?
We’re always assessing and reviewing our real estate strategies. Our decision to open a store in Frederick was just something that reflects where we’re taking the company. It’s really just a great market for us as we think about what we’re trying to accomplish and our vision for Sierra, which is to deliver top brands for active and outdoor lifestyle needs. So whether you enjoy camping, hiking, running or yoga we felt that Frederick represented a unique opportunity for us to bring those top brands and great values to the Frederick community.
What type of merchandise does the store sell?
We sell a little bit of everything but we’re really focused on people who enjoy being active and outside. That could mean everyday activities like running or yoga or something a little more outdoorsy like camping and hiking. It spans the spectrum for men, women, kids and even pets.
I understand the store is under the same company as HomeGoods and T.J. Maxx. Is Sierra a newer store under the company?
Sierra, formerly known as Sierra Trading Post, has been around for a little over 30 years and was acquired by the T.J. Maxx, Marshalls and HomeGoods parent company a little over five years ago. We are really leveraging the great things that make T.J. Maxx, Marshalls and HomeGoods a success which are top brands at great values every day.
Will we be seeing more Sierra stores popping up around the country?
We are hoping. We have 39 stores today as well as Sierra.com. We’re really thrilled with the growth that we’re seeing in the last couple of years and will definitely continue to keep an eye on those real estate opportunities.
How many employees does the Frederick location have?
About 45 to 50 employees.
Can customers shop online?
Yes. You can shop online 24 hours a day, seven days a week at Sierra.com. Sierra offers a unique service where customers can shop online and have their items shipped to the store in Frederick for free. It’s just a fun little way to connect the experience between the online offerings and the in-store experience.