Sierra, an outdoor apparel store, opened in Riverview Plaza near Frederick in late April.

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 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 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.

Follow CJ Fairfield on Twitter @FairfieldCj

(14) comments


My wife and I have done business with Sierra Trading Post for decades -- online and even back when it was a small mail order company. In fact, I am wearing some Carhartt pants I bought from them.

I didn't realize it had been sold. That is troubling. Usually when good companies like STP are bought by larger corporations, bad things happen.

STP sold a large amount of 'close-outs'; overstocks; and seconds. You could get some great deals -- if they happened to have something you wanted -- in your size, color, etc. I still have some great long john tops I got from STP about 20 years ago. They're pilled a bit but otherwise they've held up very well and were probably 70% off the regular price.

In short, we really liked STP, I hope it hasn't been ruined.

Too bad the store is not over here on the west side of town. Traffic is so bad these days that we rarely go the area around FSK Mall anymore. One of the comments said Sierra is near Home Depot. For second I thought they meant the HD over here, on the old Frederick Towne Mall property. That would have been sweet. Oh well.


As a person who deals with DC traffic with some regularity it always makes me laugh to read that someone is deterred by traffic in Frederick just to go across town!


Glad I could give you a chuckle shiftless.

As a person who dealt with I-270 and D.C. area traffic for the better part of 3 decades, I try to avoid any traffic congestion as much as possible.

As a person who has lived in FredCo since 1985, and has been visiting Frederick since the 1970s (and the old Dan-Dee diner since the 1960s) I am saddened and disgusted by the destruction of the quality of life in our county.

Retailers need to be made aware that as time goes by and the rampant growth continues, fewer and fewer people will be willing to drive more than a few miles to shop.

Amazon and other online retailers keep looking better and better.

When I see the vast empty parking lots in front of many retailers, I'm amazed they can stay in business.


It's next to Home Depot. Why the references to 'near Frederick'?


Another example of poor reporting by the FNP! Actually in the Target/Bed Bath & Beyond shopping center. Maybe Dicks is closing?


Why do you think Dick's is closing? This is where the old appliance store was


Agreed - why would you think Dick's is closing. The appliance store is still there. It is the Sports Authority store location that Sierra now shares with Old Navy


faucette; thank you, I got that location wrong by one space :-)


Mainly because Dicks has decided to stop selling rifles and has recently decided to stop selling all hunting equipment. Too bad it couldn’t have been a LL Bean.


Really - you don't think that is "near Frederick" ? Pretty petty.


That whole area (including the Mall) is not in Frederick city, proper


The shopping center — which is called Riverview Plaza, not the Target Center — is not technically located within Frederick”s city limits, so, therefore, it is “near” Frederick. The reporter is correct.


Nit pick much. It is near Frederick.


Because the Home Depot on 355 is outside the city limits of Frederick. It is in the county, not the city. Therefore, it is "near Fredrick."

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