Update: Sierra Opening New St. Cloud Store in August ST. CLOUD -- A new retail store is opening in St. Cloud next month. We first told you aboutSierra Trading Post coming to the Rivertown Village - in the former Ulta Beauty location - back in May. The company now says the first day they'll be open will be on Saturday, August 14th at 8:00 a.m. A company release says Sierra offers apparel, footwear, and gear for the whole family (including kids and pets) at prices that are generally 20%-60% below full-price retailers’ (including department, specialty, and major online retailers) regular prices on comparable merchandise. Whether for running, yoga, camping, or hiking, Sierra has something for everyone to get active and outside.