Courtesy of Sierra
Audio By Carbonatix
A new outdoor store by the company behind TJ Maxx and Marshall’s opened its first Arizona location in Surprise on Saturday.
The 19,000-square-foot store opened Nov. 22 at the Prasada North shopping center off Loop 303, one of the fastest-growing retail corridors in the West Valley. Sierra specializes in discounted outdoor apparel and gear, offering equipment for hiking, camping, watersports, skiing and other recreation activities, a business model similar to its sister companies under the TJ Maxx umbrella. Because of their model, they carry many different brands such as Adidas, Carhartt, Columbia Sportswear and more on a rotating selection.
The Surprise location gives the retailer a foothold in a region where there is both strong outdoor recreation culture and an active population. Surprise will be the first location in Arizona and one of a few in the Southwest, with the closest store being in Santa Fe, NM. The company said the choice of Surprise was deliberate, citing the region’s demographics and interest in outdoor recreation.
“We consider a variety of factors when we choose store locations and our decision to come to Surprise reflects that thinking,” says Amanda Johnson, Sierra’s assistant vice president and marketing director. “We believe our customers will find the same quality products and brands at fantastic prices that they’ve come to expect from Sierra in this new location.”
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Courtesy of Sierra
The representative noted that while no additional Arizona stores have been announced, Sierra is evaluating potential locations nationwide. That review process, they said, underscores the company’s interest in expanding into regions with strong outdoor recreation markets.
“With its strong outdoor culture and active population, Surprise seemed like a great fit for Sierra and a community we are excited to join,” Johnson says.
Surprise has many golf courses, pickleball courts and is near Lake Pleasant for boating and fishing. The West Valley along Loop 303 has been a booming market for businesses, according to inbusinessphx. Prasada is one of the largest retail projects in the west, clocking in at 700,000 square feet of retail space.
Sierra’s grand opening celebration featured music from a local DJ, branded giveaways and a “hidden tag” activity offering shoppers a chance to win Sierra gift cards.
The store, which is located at 14059 N. Prasada Parkway, Surprise, is open Monday through Saturday from 9:30 a.m. to 9:30 p.m. and Sundays from 10 a.m. to 8 p.m.