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JOHNSON CITY – Sierra, a multichannel off-price retailer offering high-quality active and outdoor products at significant savings, will open its first Tennessee store in Johnson City on March 22.

The new store marks a major milestone as Sierra continues its expansion into the South, following the opening of its first Georgia location in McDonough’s Henry Town Center last fall.

As part of the T.J. Maxx Family of Brands, Sierra is known for offering top active and outdoor brands for the entire family at up to 20-60% less than department and specialty store prices. The retailer provides apparel, footwear and gear for year-round activities, from hiking at Buffalo Mountain Park to cycling along the Tweetsie Trail or fishing at Boone Lake. Sierra customers can shop in more than 100 stores nationwide or browse the retailer’s online selection for a wide range of outdoor essentials at competitive prices.

Grand Opening Celebration

Sierra will host a grand opening event on Saturday, March 22, at 8 a.m., featuring music from a local DJ, branded giveaways and more. The store will offer an extensive selection of activewear, footwear and outdoor gear, providing everything residents need for their favorite activities, from hiking and cycling to fishing and beyond. Products will include light layers, bike helmets and accessories, hiking boots and fishing rods, all from leading brands at deep discounts.

“We are thrilled to be opening our first store in Tennessee and look forward to bringing our off-price shopping experience to the state and Johnson City residents,” said Amanda Johnson, Assistant Vice President, Marketing Director for Sierra. “Sierra is committed to promoting an active lifestyle year-round, and our diverse range of spring gear and apparel will make it easier than ever for Johnson City residents and visitors alike to find everything they need to get moving. Our goal is to provide communities with quality active and outdoor apparel, footwear and gear at accessible prices, allowing shoppers to get moving in the way that suits them best.”

Community Support

To celebrate its arrival in Johnson City, Sierra has donated $10,000 to the Second Harvest Food Bank of Northeast Tennessee. The donation will support the organization’s mission of fighting food insecurity in the region.

For more information on Sierra’s products and locations, visit www.sierra.com.