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Company History / Company Profile / Contact Info

December 1, 2002
Holiday Shopping Survival Tips for Men

(ARA) – When it comes to holiday shopping, men and women can be very different. The conventional wisdom is: women take time to shop and men simply buy. Most women spend time carefully planning purchases and do their shopping over a period of time. Many men, on the other hand, wait until the last minute, and often end up choosing whatever happens to be on display that day. Not usually a successful strategy for getting the right gift. For those who are anticipating the upcoming holiday shopping season with fear and trepidation, the Retail Council of Canada offers some holiday shopping survival tips for men.

• Start shopping now so you don’t have to get something at the last minute. (Last-minute power shopping is not a sport).
• Take advantage of gift-wrapping services to save time and aggravation (and to make a good impression).
• Before shopping for clothes for your significant other, check for her preferred sizes, colors, fabrics and brands. (Important: when in doubt, always buy the smaller size.)
• Be on the lookout for possible hints your partner may be dropping. Also, your children may be able to help you think of gift ideas for your spouse.
• Always check the store’s return policy before you buy and always keep receipts.
• Don’t forget to include a romantic card with any gift for a spouse.

One way that men can make shopping even easier is by using a trusted retailer. Sierra Trading Post, a store many men may already be familiar with because of its large selection of outdoor clothing and accessories, also offers a lot of great gifts for women. "People are shocked to find out the depth of product that we carry," comments Kim Swanson, spokesperson for Sierra Trading Post. "We have great, high quality, affordable gifts to please even the most discerning of gift recipients." Men searching for the perfect gift will be able to choose from a selection of embroidered wool and Scottish cashmere sweaters and scarves; winter coats in all styles and price ranges; Italian leather boots, purses and belts; and even luxurious bedding such as Egyptian cotton sheets, baffle-down comforters, and chenille throws. "Our store clerks are available to provide product information and guidance for shoppers," says Swanson. "The friendly staff can answer any questions you may have regarding sizing, color, or fit." Sierra Trading Post site offers name brand merchandise from 35 to 70 percent off. For those out of town gifts, the store offers a number of easy shipping options. For those who may have waited until the last minute, they have express two-day delivery. And shoppers who just can’t decide can always play it safe with a gift certificate, which can be purchased online.

For more information about Sierra Trading Post, call (800) 713-4534 or visit SierraTradingPost.com Courtesy of ARA Content


October 21, 2002
Sierra ships first package from new fulfillment center

Cheyenne, Wyo. – Sierra Trading Post has completed the first phase of construction on a 284,000 square-foot fulfillment center on 40 acres in the Cheyenne Business Parkway. The company began shipping from the new facility today. The entire project is scheduled for completion by mid-December, said Fulfillment Director Robin Jahnke "The larger facility will allow us to move a higher volume of product with the same quick turn around," Jahnke said. Sierra currently ships between 5,000 to 6,000 orders daily, with 80 to 90 percent of those orders shipped within 24 hours from the company’s existing fulfillment center. "The new center is designed to eventually be able to handle approximately 27,000 to 30,000 orders per day during peak season," said Jahnke, which translates to between 1,000 and 1,200 total employees in seven to 10 years. The company currently employs approximately 500. Additionally, the center will allow Sierra to consolidate inventory from four off site warehouses, he added. The "energy conscious" building will utilize GPS driven solar sky lights, motion detector activated lighting in pick areas, so only isles being worked in will be lit, and the south wall will have panels to utilize sunlight. Sierra Trading Post purchases overstocks and closeouts from its name brand vendors and passes savings of up to 70 percent on to its customers. Sierra operates three retail sites, an online store (www.sierratrading.post) and six mail order catalog titles. Headquartered in Cheyenne, Wyo. the company mails more than 56 million catalogs per year.


July 10, 2002
Sierra Trading Post® announces the addition of Sierra Traditions For Men

Cheyenne, Wyo. – An outlet store customers have come to rely on for quality, name brand outdoor clothing, footwear, and gear over the years would be an unlikely place to find the same great savings on clothing lines such as Ralph Lauren Polo, Joseph Abboud and Riscatto. Not anymore. Sierra Trading Post recently launched its seventh catalog title, Sierra Traditions For Men, offering the same 35-70 percent savings on quality merchandise as its six other store titles. "We’re taking the same savings we’ve always offered on our traditional product line and expanding it to an elite line of men’s clothing and accessories," says CEO Keith Richardson. "This expansion allows our customers to enjoy impressive savings on a professional line of name brand dress clothes, shoes, belts, and other accessories." Sierra Traditions For Men will feature brands such as Cole Haan, Allen-Edmonds, Bobby Jones, Tori Richards, Dore-Dore and Ballin among others. Sierra has continued to expand its product line since the company’s inception in 1986, adding new store titles over the years including Sierra Outdoors, Sierra Women, Sierra Shoes Etc., Sierra Travel, Sierra Adventure Edge, and its core catalog, Sierra Trading Post. Traditionally offering savings on name-brand casual and outdoor clothing, footwear and gear, the company purchases from more than 500 vendors including The North Face, Merrell, Ecco, Dr. Martens, Patagonia, Timberland, Rockport, Columbia and others to move their overstocks while preserving brand integrity, explains Richardson. "This practice and our commitment to selling only the best brands and highest quality clothing and gear keeps our vendors happy and ensures customers will continue to receive savings on merchandise," he said. Sierra Trading Post purchases overstocks and closeouts from name brand vendors and passes savings of 35 to 70 percent on to its customers. The company operates three retail sites, an online store (www.SierraTradingPost.com) and seven mail order catalog titles. Sierra is headquartered in Cheyenne, Wyo. and mails more than 56 million catalogs each year.


May 23, 2002
Sierra announces opening of new retail store in Reno, Nev.

Cheyenne, Wyo. – Sierra Trading Post recently announced plans to open a larger retail store in Reno, Nev., next month. The retail outlet store will double in size, from 13,000 square feet at its current location to 26,000 square feet at the new site, said Sierra CFO Gary Imig. "We identified a need for a larger retail site to provide more product for our customers and ultimately to better serve our customers," Imig said. "We’ve added so many brands and product lines that we’ve outgrown our current Reno location." The company plans to open the store in mid June. It will be located at Sierra Center Parkway, St. 200. The phone number remains the same, 775-828-8050. The Reno expansion comes on the heels of an announcement earlier this month that construction is underway on a 284,000-square-foot fulfillment center in Cheyenne, Wyo. Sierra Trading Post purchases overstocks and closeouts from its name brand vendors and passes savings of up to 70 percent on to its customers. Sierra operates three retail sites, an online store (www.sierratradingpost.com) and six mail order catalog titles. The company works closely with more than 500 vendors including The North Face, Merrell, Ecco, Dr. Martens, Carol Anderson, Carhartt, Patagonia, Timberland, Rockport, Columbia and others. "We buy the best discontinued products from the best companies around the world and pass on tremendous savings to our customers," CEO Keith Richardson says. "This practice and our commitment to selling only the best brands and highest quality clothing and gear keeps our vendors happy and ensures customers will continue to receive those savings." Targeted to individuals with active lifestyles, Sierra’s catalog titles include: Sierra Outdoors, Sierra Travel, Sierra Adventure Edge, Sierra Shoes Etc., Sierra Women, and the company’s core catalog, Sierra Trading Post. Coming from a modest beginning in Reno in 1986, Sierra Trading Post is now headquartered in Cheyenne, Wyo. They mail more than 55 million catalogs per year and employ approximately 500 people.


May 22, 2002
Sierra announces construction of 284,000 square foot fulfillment center

Cheyenne, Wyo. – Sierra Trading Post announced Wednesday construction is in progress on a 284,000 square-foot fulfillment center located on 40 acres in Cheyenne, Wyo. The first phase of construction is targeted to be complete in October, with the entire building scheduled for completion by mid-December, said Fulfillment Director Robin Jahnke. Foundation has been poured, floors laid and walls erected for approximately half of the building and crews are digging the foundation for the remainder. "The larger facility will allow us to move a higher volume of product with the same quick turn around," Jahnke said. Sierra currently ships between 5,000 to 6,000 orders daily, with 80 to 90 percent of those orders shipped within 24 hours from the company’s existing fulfillment center. "The new center is designed to eventually be able to handle approximately 27,000 to 30,000 orders per day during peak season," said Jahnke, which translates to between 1,000 and 1,200 total employees in seven to 10 years. The company currently employs approximately 500. Additionally, the center will allow Sierra to consolidate inventory from four off site warehouses, he added. The "energy conscious" building will utilize GPS driven solar sky lights, motion detector activated lighting in pick areas, so only isles being worked in will be lit, and the south wall will have panels to utilize sunlight. Sierra Trading Post purchases overstocks and closeouts from its name brand vendors and passes savings of up to 70 percent on to its customers. Sierra operates three retail sites, an online store (www.sierratrading.post) and six mail order catalog titles. From a modest beginning in Reno in 1986, Sierra is now headquartered in Cheyenne, Wyo. and mails more than 56 million catalogs per year.

Expansion Timeline

• In 1986 Keith starts Sierra Trading Post with one employee and 500 square feet of space in Reno, Nev.
• The company moves to Cheyenne, Wyo., in 1992, builds a 36,000 sq. ft. facility and hires 60 employees. The company averages 600 orders per day.
• In 1995 the company adds another 36,000 square feet to the warehouse.
• An 8,200 square-foot mezzanine is added in the warehouse in 1996
• 18,000-square-foot of mezzanine is added in 1997 to the fulfillment center and store.
• In 1999 Sierra expands its warehouse and retail store to 154,000 sq. ft. and employee count rises to 400.
• Sierra builds a third retail store in Cody, Wyo. in 2000.
• In 2001 Sierra builds its second call center in Cody.
• In 2002 the company constructs a 284,000 square foot fulfillment center and doubles the size of its Reno store from 13,000 to 26,000 square feet. The company averages 6,000 orders per day and employee count is at 450.