Sierra, a popular national outdoor apparel and equipment retailer, is opening its first location in Alabama at Hoover’s Riverchase Crossings Shopping Center next to Trader Joe’s on Saturday, March 28.

The grand opening for the 22,000-square-foot store — whose parent company TJX Companies owns T.J. Maxx, Marshalls and HomeGoods — will begin at 8AM.

Festivities will include:

Ribbon cutting ceremony
Sierra product giveaways
Activities to find gift cards hidden throughout the store
$10,000 donation to a local charity

“We are excited to bring Sierra to the amazing Hoover community and are thrilled to expand our footprint to the state of Alabama. We believe being active can look different for everyone. At Sierra, we celebrate the many ways people move in their everyday lives — from outdoor adventures to daily routines.”
Jill Tully, VP of Marketing at Sierra

Sierra located near Moss Rock Nature Preserve

Established in the 1980s in Sierra, Nevada, as Sierra Trading Company, the chain now has up to 145 stores nationwide.

According to Sierra, shoppers can find apparel and outdoor gear at up to 20–60% less than department and specialty store prices.

Merchandise sold at Sierra include:

Outdoor equipment — binoculars, fishing rods, coolers, kayaks, mountain bikes, tents and more
Men’s and women’s apparel — activewear, shoewear and accessories
Home and pet decor

Sierra hopes to become the “go-to” spot for nature lovers and outdoor enthusiasts, especially considering its proximity to Moss Rock Nature Preserve and Oak Mountain State Park.

Sierra: Instagram I Facebook
Address: 1771 Montgomery Highway, Hoover, AL 35216 
Hours: Monday-Saturday 9:30AM-9:30PM; Sunday 10AM-8PM

Planning to check out the new Sierra in Hoover on Saturday, March 28? Tag us @bhamnow to let us know what you think of Alabama’s first Sierra!

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