Sierra
2019
$120M
Why
TJX acquired the outdoor apparel and gear retailer Sierra to expand its footprint in the active and outdoor categories, which were experiencing rapid growth in the broader retail market. Sierra operated a network of 70 stores and a complementary e-commerce platform focused on outdoor apparel, footwear, and equipment.
Impact
The acquisition of Sierra allowed TJX to integrate Sierra’s vendor network and product assortment into its existing off-price model, while converting many Sierra locations into T.J. Maxx or Marshalls stores to capture the higher foot traffic and lower occupancy costs of the TJX format.
Outcome
While the Sierra brand has been largely integrated into the T.J. Maxx and Marshalls banners, the acquisition provided TJX with a significant boost in its active and outdoor apparel assortment, driving a 15% increase in category sales across the Marmaxx division in the two years following the acquisition.