The wait for more budget-friendly outdoor brands is finally over. Sierra, a discount retailer of activewear and adventure gear, is hosting a grand opening for its new San Antonio-area location on Saturday, August 8.<\/p>\n
Folks can be the first to shop at Selma’s Sierra location at the Forum at Olympia Parkway beginning at 8 a.m., according to a news release. The morning will kick off with several festivities, including a ribbon-cutting and merch giveaways. Staff will also present a $10,000 donation to a local charity.<\/p>\n
Once inside, visitors should keep an eye out for a hidden hang-tag activity, in which gift cards are hidden throughout the store.<\/p>\n
\u201cWe are excited to bring Sierra to the amazing Selma community,\u201d Jill\u00a0Tully, vice president of Marketing at Sierra, wrote in a statement. \u201cWe believe being active can look different for everyone. At Sierra, we celebrate the many ways people move in their everyday lives \u2014 from outdoor adventures to daily routines … We\u2019re committed to making top brands and quality gear attainable at great value, so shoppers can feel confident and ready, no matter how they choose to move.\u201d<\/p>\n
Formerly known as Sierra Trading Post, the company is part of TJX, the same corporation that owns beloved chains including TJ Maxx, Marshalls, Home Goods, and Homesense. Unlike the others, it sells a range of apparel, footwear, and accessories to help Texans stay active. Some sections of the store focus on ski equipment, while others display hiking shoes, canoe paddles, and camping tents. Many are priced 20 to 60% lower than at department and specialty stores, the news release states.<\/p>\n
The opening marks Sierra’s first-ever Selma store and the fourth in the San Antonio area. Another opened at the Rim<\/a> in September 2025.\u00a0<\/p>\n A Texas Department of Licensing and Regulation (TDLR) filing shows that construction at 8270 Agora Parkway began in February 2026. The alterations progressed quickly, wrapping up roughly four months later, according to the report. Project representatives invested $1.7 million to renovate the existing Conn’s store, installing new heating, ventilation, and air conditioning systems and redoing the entryway.<\/p>\n