Sierra Trading Post History
by Keith Richardson, Founder

People always seem to be interested in how I got the idea for Sierra Trading Post. They are usually surprised when I tell them, it really wasn't my idea at all.

Life Changing event: At 29, I accepted Jesus Christ as my personal savior. Instantly, I received the Bible's promise of eternal life and the promise that God would guide me in the major decisions of life. God has a perfect plan for our lives if we allow Him to reveal it.

Life Training: Since my college days I wanted to be in business for myself so I studied accounting. The opportunity never came and I spent years working for others. Then in 1980 I was hired as president of Sportif USA, and for six years this position filled some of my entrepreneurial drive. Then, just four weeks after a sizable pay raise and bonus, the owner asked me to step down to a lesser job so he could be President. This stunned me. God's promise in Romans 8:28 ran through my mind: "All things work together for good for those who love God..."

At this low point, I stopped feeling sorry for myself. I asked God for help and guidance as I had done successfully so many times. Through prayer and Bible study, it became very clear that God wanted me to quit. It was as though God was saying: "Keith, don't worry, don't trust in what your eyes and brain tell you. That is not reality. What is reality is Me, and it is not through sight that you will find My path, but through faith. Trust me, I will not fail you."

The concept is born: Having no plan or way to support my family, I accepted His answer and I quit. Within two days the Miracle happened. The concept for Sierra Trading Post came to my mind, along with a special promise. It was God's answer in response to my prayers and my step of faith. Sierra Trading Post was God's idea not mine. He guided me in the Bible to Proverbs 16:3,9. "Commit your works to the Lord and your plans will be established," and "The mind of man plans his way, but the Lord directs his steps." My task remains to commit the business to God and to plan every facet. He promises that my plans will become a reality.

I prayerfully planned every aspect of the business. Harder than the planning was deciding how to commit a business to God. To do this, we ensure that this business reflects God's principles in the way we treat employees, vendors and customers. Each catalog includes three "We believe" statements. In addition, we print a quotation from the Bible on our order blank. These statements serve to hold me accountable. In other words we try to follow Jesus injunction to treat others the way we want to be treated.

Over coming odds: We began planning March 1, 1986. In a little over three months, we mailed the first Sierra Trading Post catalog. Our first year we exceeded our plan both in sales and profits. Experts say it will take 18 to 24 months to get a start-up catalog to print, and to expect to lose money for 5 years. In addition, 80 percent of all start-ups will go out of business within 3 years. God proved the experts wrong in a miraculous way, and He made good on His promise that my plans would become reality.

Success continues: Our relocation to Cheyenne from Sparks, Nevada in July 1992 could not have happened without one miracle and answered prayer after another. God has been faithful and good to us beyond what we deserved. The scripture from John 10:10 holds special meaning for me. Jesus said, "I have come that they may have life, and have it to the full." I have not been the same since that November night in 1975. God has given me a fuller, richer and more wonderful life than I could have imagined. As in everyone's life, there have been challenges and obstacles, but God has remained faithful to His promise to help me and guide me through them.

Read more about what We Believe.