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Sierra hits the road to celebrate 100th store

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Sierra will hold a grand opening celebration for its 100th store on May 31.

Activewear and outdoor brand retailer Sierra has reached a key store milestone.

The retailer, part of the TJX Companies family of brands, will open its 100th location in Sheboygan, Wis. on May 31. Located at the Deertrace Kohler shopping center, the store has a wide product assortment that includes  apparel, shoes and outdoor gear such as kayaks, sleeping bags, sporting goods, ski and snow items and more.

As part of the milestone celebration, Sierra will be road-tripping from Chicago to Sheboygan in the "Sierra Active Wagon," which will be stacked with 100 Sierra products. The retailer will hit the road on May 30 to trek across state lines and arrive in Sheboygan the morning of the grand opening event on May 31, with brief stops at a few Sierra stores along the way. Brand ambassadors will give out Sierra gear at each pit stop location, including the Kildeer location in Illinois, and the Brookfield store in Wisconsin.

Sierra will hold a grand opening celebration on May 31, which will include music from a local DJ, games with giveaways for shoppers, and more. The retailer will celebrate the new store and the expansion of its nationwide presence with a donation to Feeding America Eastern Wisconsin, the leading hunger-relief organization in the state, the National Park Foundation and KABOOM!.

“Reaching 100 stores is a testament to our loyal shoppers who share our love for getting active,” said Caitlin Kobelski, VP and marketing director at Sierra. “We’re excited to bring our unique shopping experience to Sheboygan, providing a convenient destination to gear up for their next adventure with an extensive selection of top brands at incredible prices. As we continue to grow our nationwide footprint, we will continue to provide shoppers with all the apparel, footwear and gear they need to enjoy the day-to-day activities that suit them best, without breaking the bank.”

For the quarter ended May 4, TJX operated a total of 4,972 stores across nine countries including TJ Maxx, Marshalls, HomeGoods, Homesense and Sierra in the U.S.; Winners, HomeSense, and Marshalls in Canada; TK Maxx and Homesense in Europe; and TK Maxx in Australia.

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