The Sierra store in South Lake Tahoe, one of three existing California locations. Visalia will become the chain's fourth California store — and first in the Central Valley — when it opens March 28. Sierra photo

A new stop for active and outdoor gear is setting up camp in Visalia just in time for spring vacation season.

Sierra, the newest part of the TJX family of brands, which includes TJ Maxx, Marshalls, HomeGoods and Homesense, will open its fourth California store on Saturday, March 28, at 8 a.m. inside the Towne and Country III Shopping Center at 3125 S. Mooney Boulevard.

There are currently Sierra stores in Davis, Roseville and South Lake Tahoe.

The 18,000-square-foot store will carry top-brand apparel, footwear and hiking, running and movement gear at 20 to 60% lower prices than comparable department and specialty stores, according to a news release.

The store’s selection — and proximity to state and national Parks — makes the introduction to the community an appropriate fit for the growing outdoor and active wear retailer.

A ribbon cutting ceremony will take place on Saturday at 8 a.m., and will feature Sierra-branded giveaways and gift cards hidden throughout the store.

 

Additionally, the retailer will donate $10,000 to a local charity as part of the grand opening.

The store is still actively hiring full- and part-time associates.

Sierra was originally founded in 1986 in Reno, Nevada as Sierra Trading Post, operating as a catalog business before growing into a major outdoor and active gear retailer offering products from roughly 3,000 name-brand manufacturers.

The company was founded by Keith Richardson, and by the time of its 2012 acquisition had grown rapidly after launching its e-commerce business in 1999, posting sales of more than $200 million.

TJX acquired Sierra Trading Post for an estimated $200 million in December 2012, later shortening the name to simply “Sierra.” There are about 150 stores currently.

Since its TJX acquisition, Sierra has been on an aggressive growth track — in fiscal year 2025 alone the chain opened 22 new stores, reaching 117 total locations. Long-term, TJX has set a target of more than 325 Sierra locations nationwide.