By Kevin Haas
Rock River Current
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ROCKFORD — Sierra plans to open its first location in Rockford on Saturday, Nov. 4, at Forest Plaza.
The outdoor retailer, which is part of TJ Maxx family of brands, is opening at 6449 E. State St. between Dick’s Sporting Goods and Office Max.
“Sierra is always looking for areas of the country where there is a high active and outdoor lifestyle,” Elisa Pouliot, associate vice president and marketing director for Sierra, said in a statement to the Rock River Current. “With the many ways for people to get active and moving in the area, Rockford is a natural fit for Sierra.”
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Sierra sells a variety of gear to equip you for hiking, camping, running, water sports, snow sports and other outdoor activities.
It was founded as a catalog company called Sierra Trading Post in Reno, Nevada, in 1986.
The company grew as both an online and brick-and-mortar retailer before it was acquired by TJX Companies in 2012. TJX is the company behind familiar retailers such as Marshalls, HomeGoods and TJ Maxx.
This article is by Kevin Haas. Email him at khaas@rockrivercurrent.com or follow him on Twitter at @KevinMHaas or Instagram @thekevinhaas