Outdoor retail chain Sierra opening in Brookfield this weekend

Sierra's second Wisconsin store to open in two years

A Sierra store, photo courtesy of Shutterstock

Last updated on August 6th, 2019 at 01:36 pm

The area’s second Sierra store will open its doors in Brookfield on Saturday.

The Framingham, Massachusetts-based discount retailer sells outdoor and active clothing, footwear and gear. It first entered the Wisconsin market as Sierra Trading Post in 2017 with its Delafield store at the former Sports Authority building.

Sierra’s Brookfield location occupies a 18,626-square-foot retail space at 17300 W. Bluemound Road at the Brownstones Shopping Center. It shares a building with Total Wine & More, Fresh Thyme Farmers Market and DSW Designer Shoe Warehouse. 

The store is currently hiring full- and- part-time employees, according to an announcement.

The store will host a grand opening event on Saturday, Aug. 10 from 8 a.m. to 10 p.m., including storewide sales, giveaways and music. Its regular hours of operation are Monday through Saturday from 9 a.m. to 9 p.m. and on Sunday from 10 a.m. to 7 p.m.

Sierra operates about 40 brick-and-mortar stores in 22 states as well as an e-commerce site. The company, founded in 1986, rebranded from Sierra Trading Post to Sierra last year. The brand is part of Framingham, Massachusetts-based TJX Companies Inc., which also owns TJ Maxx, Marshalls, HomeGoods and HomeSense.

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Maredithe Meyer
Maredithe Meyer covers restaurants, retail, tourism, and sports and entertainment. She joined BizTimes in 2015, previously as an intern reporter. She earned a degree in journalism from Marquette University in 2017. When she's not on the job, Maredithe coaches field hockey and loves exploring her favorite city on earth, Milwaukee.

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