Sierra Trading Post

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Based in Cheyenne, Wyoming, Sierra Trading Post sells outdoor and adventure gear, shoes and boots, casual clothing, fine suits and apparel, children's clothing and home decor. They are able to offer everyday savings of 35-70% because they buy closeouts, overstocks and seconds from more than 1,000 name brand manufacturers from all over the world. Merchandise is sold through four retail stores, nine catalog titles, and a website.

Since it opened for business in 1986, Sierra Trading Post has become an In-Home Outlet Mall with a catalog mailing list of over three million customers world-wide. SierraTradingPost.com, first launched in December of 1998, has continued to grow as well, and was included in the Internet Retailer Top 400 List in 2004 and the Top 500 List in 2005.

1 Retail Stores
2 Catalogs
3 History
4 Competitors
5 External links

[edit] Retail Stores

Sierra Trading Post operates three brick-and-mortar outlets. The original business, including warehouse and retail store, was located in Reno, Nevada, where the store is still in operation. There is also a retail store at the current headquarters in Cheyenne, Wyoming, and a second Wyoming store in Cody. A new store will be opening in Boise, Idaho in February of 2007. Customers can browse a selection of merchandise ranging from fine Italian business suits to whitewater kayaks, attractively displayed in a rustic "trading post" setting.

[edit] Catalogs

The Sierra Trading Post catalogs are the core of the In-Home Outlet Mall concept developed by founder Keith Richardson. The first catalog carried 16 pages of hand-drawn merchandise printed in two colors. Today there are nine catalog titles with hundreds of items represented in full-color digital photography. The catalog line has expanded to include several specialty titles as well as the company's original "core" catalog. All catalogs are mailed several times per year.

The "core" catalog features the broadest range of merchandise offered by Sierra Trading Post. There are samples from Sierra's full product line in the "core" catalog pages, including high performance outdoor gear, sports equipment and apparel; a "Kid's Corner" for children's clothing and footwear; home furnishings, sleepwear, work apparel, footwear and dress and casual clothing.

The Sierra Woman catalog carries merchandise for the active working woman and stay-at-home mom. It features sports clothing, casual office wear, children's clothing, home decor, footwear for every walk of life and more.

The Sierra Woman Traditions catalog is merchandised to appeal to more sophisticated shoppers looking for values on everything from luxury linens and lingerie to classic, tailored styles for career, leisure and evening wear.

The Sierra Traditions for Men and the Sierra Woman Traditions catalogs feature higher-end suits, shoes and coats for men and women. Many of these products are manufactured by leading London and Italian tailors.

The Sierra Shoes, Etc. catalog handles shoes, boots and sandals including professional sports footwear for a wide variety of outdoor sporting needs such as mountaineering, biking and skiing.

Sierra Outdoors features equipment, gear and apparel for outdoor activities such as hunting, camping and fishing. Outdoor work wear and foot wear are also presented in the Outdoors catalog.

Sierra Adventure Edge is dedicated to gear and action apparel for customers who push the boundaries of their sport. All the latest high-tech running, biking, skiing and mountain gear and clothing can be found in this catalog.

Sierra Travel presents travel equipment, luggage and clothing for a variety of destinations, from business to leisure to adventure.

Every item in the Hot Deals catalog is priced at $99.95 or less and represents merchandise from every category sold at Sierra Trading Post.

[edit] History

Founded in Reno Nevada 1986 by Keith Richardson and his wife Bobbi, Sierra Trading Post has grown from one catalog title and 500 square feet of office space to nine catalog titles and over 500 thousand square feet of operating space. Sierra Trading Post has always held itself accountable to three guiding principles: that customers should always be given the best possible service; that operating costs should be kept as low as possible in order to keep customer savings as high as possible; and that the company's business ethics be consistent with the owners' deeply held Christian faith.