Our Story

Keith Richardson: College Man

Keith wants to be his own boss, so he selects a career in accounting. He attends San Jose State University to get the ball rolling.

Young Richardson Rises to the Top

Keith begins a promising career at Sportif USA. In 1985, he is promoted to president, which fueled his entrepreneurial spirit for six years.

Career Detour

On a cold January morning, shortly after receiving a sizable pay raise and bonus, Keith is unexpectedly asked to step down from his position as president of Sportif USA to be replaced by the company owner. Read Keith's Testimony

Sierra Trading Post is Born

Keith is struck with a God-inspired idea to quit his lucrative position through a giant leap of faith, and no other job to pursue. Only two days later, God presents the idea of Sierra Trading Post. Keith sets his "Golden Rule" beliefs, and the pieces begin to fall into place.

The First Buy

Keith makes his first product purchase. He recalls that "I bought all of the slippers from Acorn that were closeouts or seconds. It was a $10,000 order and I could not sleep that night. David Quinn, the founder of Acorn, is still a close friend, and we are still the first people he comes to with his list of closeouts."

The Grand Opening

Sierra Trading Post leases a 3,000 sq. ft. warehouse. Premiere catalog is produced with 44 hand-drawn illustrations by the eldest Richardson son, Ron. With only two colors and sixteen pages, this catalog is mailed to 100,000 customers, earning a phenomenal response and beating the odds.

Overflow Causes Growth

Sierra Trading Post opens a new office in Reno, NV. Socks and other items are displayed in a glass case in the storefront.

A Family Affair

Sierra Trading Post is run by Keith, his family, and a handful of other employees. Son, Ron, continues to illustrate products by hand for the catalog, as other son Mark and family friend Woo ship catalogs manually.

Making Room for More

A larger warehouse is leased. With still no retail store, customers actually prefer to wander the vast aisles of the 11,000 sq. ft. warehouse and pick their products from giant canvas bins. "In the winter it's 15 degrees in here, and we bundle up in sweaters and gloves, and you can see your breath!"

It's Easy Being Green

Instead of styrofoam packing peanuts, Sierra Trading Post switches to environmentally friendly sheets of crimped packing paper.

Computers Boost Efficiency

A computer inventory management system is introduced to the customer service department. Representatives are easily able to check inventory, though they continue to enter orders by hand.

An Expert in Her Field

Sierra Trading Post, co-owner, Bobbi Richardson, applies her prior retail knowledge from her career at Macy's to the rapidly expanding company, and opens a retail store in an outlet mall in Sparks, NV.

May We Take Your Order?

Customer service representatives are now able to use computers to place orders. No more pencils in hand - just keyboards! Efficiency weaves its way into the life of Sierra Trading Post, and allows even further expansion than originally anticipated.

Sierra Trading Post Grows Up

Sierra Trading Post outgrows its new location, moving its main headquarters to snazzy new 30,000 sq. ft. warehouse in Cheyenne, Wyoming. A toll-free number, 1-800-713-4534, is set up for customer service.

Baby Steps

Sierra Trading Post expands its retail presence in Reno, NV. This proves to be the turning point for Sierra Trading Post's outlet store success.

Guess What I Heard?

Lots of rumors are floating around about pet therapy in the workplace, but one thing Sierra Trading Post will tell you is German Shorthaired Pointers make great company in the office. Every once-in-awhile, employees discover a brown speckled stalker waiting patiently for a treat. Studies have shown that by bringing pets to the job, stress is reduced, and employee productivity is greatly increased. Employees look forward to the gentle beasts, and appreciate the alternative to "aroma therapy."

What's Your Motto?

The Sierra Trading Post motto develops as "Your In-Home Outlet Mall" with a family of fresh catalogs to browse: Sierra Woman, Sierra Outdoors, Sierra Shoes, Sierra Travel, and Sierra Adventure Edge.

The eCommerce Era Begins

Sierra Trading Post brings great deals on great brands to the World Wide Web, and SierraTradingPost.com logs its first sale in January, 1999

Bigger and Better than Before

The Sierra Trading Post Warehouse and retail store expand to 157,000 sq. ft.to make room for employee capacity of 400.

Color Catalogs

Sierra Trading Post introduces a bold splash of color to their catalog lineup, and it's an instant hit with customers.

En Vogue

Sierra Trading Post introduces the use of actual product photographs mingled with hand drawings to enhance aesthetics in its catalogs.

Retail Store Expansion: Cody, Wyoming

Sierra Trading Post's third outlet store opens in Cody, Wyoming, at the east gate of Yellowstone National Park. The Cody Call Center is located in the same building as the outlet, but soon gets a home all its own.

Continuous Improvement to Website Due to Customer Feedback

Customer response drives online innovation, creating new web positions in the company.

Cody Call Center Relocates

The Cody Call Center moves across town and now occupies its own building.

Savvy Shooters

Modern digital photography techniques are implemented to enhance product detail and clarity.

A Trading Post with Style

Sierra Trading Post adds a new product category, offering name-brand designer clothing and better casual apparel for men at 35-70% savings every day.

500 Jobs "Fulfilled"

The Cheyenne warehouse, in need of expansion once again, moves into a new 284,000 sq. ft. facility dubbed the "Fulfillment Center". Sierra Trading Post's Cheyenne employees number over 500.

Many Names, Many Places

Sixty-two catalogs mail in 2003 ranging from 35-72 pages apiece to a circulation of over 60 million.

Technically Speaking

Sierra Trading Post updates its website once again, adding more features and improving customers' online experience.

Heating Things Up

The Hot Deals catalog allows users to shop our deepest discounts.

The website's graphics and layout are completely redesigned, offering a new, clean look for web-savvy shoppers.

Announcing Deal Flyer

Sierra Trading Post offers a new email subscription service—DealFlyer. By signing up for DealFlyer, customers get exclusive discounts, free shipping offers and special sale alerts that help them save more when shopping online.

A New Tradition

Sierra Trading Post adds Sierra Woman Traditions to the catalog family. This catalog is later renamed Women's Classics and features better casual, career and dress clothing for discerning women with indisputably good taste.

20 Years of Sierra Trading Post—Thank You for Your Business

Sierra Trading Post celebrates 20 years of offering great deals on great brands.

Top 100 Internet Sales in U.S.

Eight years after launching the first generation of SierraTradingPost.com, Sierra Trading Post is named a Top 100 Internet Retailer by Internet Retailer magazine.

Retail Store Expansion: Boise, Idaho

A fourth outlet store brings our great deals on great brands to Boise. Come shop with us at 530 E Sonata Lane, Meridian, Idaho.

What's Your Motto, Part II

"Great Deals. Great Brands." is chosen to replace "Your In-Home Outlet Mall" as the official motto. Our new motto emphasizes Sierra Trading Post's value proposition and reinforces the corporate brand.

See our Social Side

In September, Sierra Trading Post launches Facebook and Twitter social media sites. Facebook and Twitter are one more way we can offer our customers new products, great deals, contests and the best customer service.

Our Great Deals Save Customers over 2.7 Billion Dollars

From 2000 through 2010 Sierra Trading Post customers saved a total of $2,764,440,035 compared to retail prices! Sierra Trading Post looks forward to saving our customers even more in the coming decade.

Our 650 Most-Important Assets

The hard work and dedication of more than 650 Sierra Trading Post employees make "Great Deals. Great Brands." and great customer service a reality.

25 Years of Sierra Trading Post—Thank You for Your Business

Sierra Trading Post celebrates 25 years of offering great deals on great brands.

More Website Improvements

The next generation of SierraTradingPost.com offers a fresh new look, advanced search options and enhanced shop-ability that make it even easier to find great deals.

Reno Retail Store Moving to a New Location

Our Reno Retail Store is moving to its new home on Labor Day, 2011! Come shop with us at 6139 South Virginia Street, right by the Whole Foods Market in the Del Monte Shopping Plaza.

Sierra Trading Post Retail Stores

Coming to YOUR town soon?

Planning for the Future

Sierra Trading Post is far from finished! Keep an eye out for new product categories, new brands, and exciting giveaways and contests. We welcome your comments and suggestions about how we can better serve you in the future.

A Message from the Founders

"We've come a long way since our beginnings in Reno, when we started Sierra Trading Post with just 500 square feet of space and a lot of prayer. As we look back on the amazing change and growth, there's no question in our minds that we owe the company's phenomenal success to our deeply-held beliefs and the strength of our relationships with customers, vendors, and employees."