Beginnings 1970-1991
1970
Planning for the Future
An ambitious Keith Richardson wants to be his own boss, so he selects a career in accounting and attends San Jose State University.
1980
Rise to the Top
Keith begins a promising career at Sportif USA. Within five years he is promoted to president.
1986
Career Detour
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.
An Idea Becomes Reality
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.
Diving In
Keith makes his first product purchase. He recalls: "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."
Grand Opening
Sierra Trading Post leases a 3,000 sq.ft. warehouse. The first 16-page catalog is produced with 44 hand-drawn illustrations by Keith's son Ron. It is mailed to 100,000 customers. The response is overwhelmingly positive. The formula works!
1987-89
Expansion
Keith leases a larger space. 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.
Going Green
Instead of styrofoam packing peanuts, Sierra Trading Post switches to eco-friendly sheets of crimped packing paper.
1990-91
Brick and Mortar
Keith's wife Bobbi uses her retail expertise to open the first Sierra Trading Post retail store in Sparks, NV.
Techno-Logic
STP customer service ditches the pencils and starts taking orders by computer. Efficiency continues to fuel growth. The fan base grows.
Growing Up 1992-1999
1992
STP Gets an Upgrade
Sierra Trading Post outgrows its new location, moving its main headquarters to a snazzy new 30,000 sq.ft. warehouse in Cheyenne, Wyoming.
1996
Thank You for Calling
A toll-free number, 1-800-713-4534, is set up for customer service
1998
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.
Canine Compatriots
Sierra Trading Post is living proof that German Shorthaired Pointers make great company in the office. Greta, the matron of STP's GSPs, is given free reign of the offices, and works diligently to boost employee morale.
New Catalogs
Sierra Woman, Sierra Outdoors, Sierra Shoes, Sierra Travel, and Sierra Adventure Edge join the catalog lineup. There is much rejoicing among STP fans.
1999
Uncharted Territory
STP brings great deals on great brands to the World Wide Web, and SierraTradingPost.com logs its first sale in January 1999
Bigger, Better, Bolder
The Sierra Trading Post warehouse and retail store expand to 157,000 sq.ft. to make room for an employee capacity of 400. Plans for a roller rink are considered, but shelved due to safety concerns. A foosball table is installed in the lunchroom instead.
The catalogs go full color, and STP introduces product photos alongside Ron's hand drawings.
Retail Expansion: Cody, Wyoming
The third Sierra Trading Post outlet store opens in Cody, Wyoming, near the east gate of Yellowstone National Park.
New Millennium 2000-2011
2001
2001 Digital Age
The STP photography crew gets sweet new digital cameras and productivity hits a new high.
2002
STP Couture
Sierra Trading Post adds name-brand designer clothing and men's better casual apparel to the product lineup, all at 35-70% off retail.
500 Jobs "Fulfilled"
The Cheyenne warehouse expands into a new 284,000 sq.ft. facility dubbed the "Fulfillment Center." STP employees now number more than 500.
2003-04
Technically Speaking
STP updates its website. The graphics and layout are completely redesigned, offering a new, clean look for web-savvy shoppers.
2005
Email Deals
Sierra Trading Post offers a new email subscription service: DealFlyer. Customers sign up and gain access to exclusive discounts, free shipping offers and special sale alerts. The savings reach epic proportions!
Gettin' Classy
STP adds the Women's Classics catalog to the lineup, which features better casual, career and dress clothing for discerning women with indisputably good taste. Magnifique!
2006
Roaring 20s
Sierra Trading Post celebrates 20 years of offering Great Deals on Great Brands.
2007
Top-Notch Retailer
Eight years after launching the first generation of SierraTradingPost.com, STP is named a Top 100 Internet Retailer by Internet Retailer magazine.
Retail Expansion: Boise, Idaho
A fourth outlet store brings Great Deals on Great Brands to Boise.
2009
Getting Social
STP logs onto the Facebook and Twitter social media sites for the first time. Like!
2010
Super Savings
Our Great Deals save customers more than $2.7 billion!
2011
Happy 25th Birthday
STP celebrates 25 years of business! There are cake and presents.
Movin' Up in the World
The Reno outlet store moves to a new location with 6,000 more sq. ft. and even more great products.
Social Expansion
STP rolls out the Sierra SocialHub, featuring an all-new blog and discussion forums.
G4: The Next Generation Website
The all-new SierraTradingPost.com premieres, with a fresh new look, advanced search options and enhanced shop-ability — finding great deals has never been easier!
Planning for the Future
After 25 years in the biz, Sierra Trading Post looks forward to offering even more great deals and great brands to our devoted customers. 50 years, here we come!
