Sierra, the off-price outdoor chain owned by TJX Companies, is gearing up to open its first Selma store at The Forum at Olympia Parkway at 8 a.m. on Saturday, August 8, 2026. The debut will come with the usual fanfare, including a ribbon-cutting, branded giveaways and a storewide scavenger hunt, as the retailer joins a lineup that also includes a planned HomeGoods. Together, the two concepts help lock in the I-35/Loop 1604 corridor north of San Antonio as one of the region’s go-to retail hot spots.
According to MySA, Sierra will open its doors at 8 a.m. Saturday, Aug. 8, and then keep regular hours of 9:30 a.m. to 9:30 p.m. Monday through Saturday and 10 a.m. to 8 p.m. Sunday. The outlet reports the store will roll out a seasonal assortment of outdoor apparel, footwear and gear from national brands. Jill Tully, Sierra’s vice president of marketing, said, “We are excited to bring Sierra to the amazing Selma community.”
Where It Sits
The Forum at Olympia Parkway occupies the northeast corner of I-35 and Loop 1604 and operates as a super-regional power center packed with national and regional tenants. LoopNet notes that the center’s highway visibility and large footprint have drawn big-box retailers and turned it into a retail hub for shoppers from Selma, Schertz, Cibolo and nearby northeast San Antonio.
Why Retailers Are Betting on Selma
Local planning and public works are quietly reshaping the corridor. The City of Selma’s community magazine highlights the completion of Retama Parkway and points to ongoing construction of the University Health Systems Retama Hospital, with work expected to continue into early 2027. Those projects, paired with steady residential and commercial growth along I-35, help explain why national chains are planting flags here. With new traffic generators coming online and access improving, The Forum has become an easy choice for off-price concepts looking for maximum weekend foot traffic.
Jobs and Local Impact
Local coverage and commercial listings show HomeGoods and Sierra both slated for 8270 Agora Parkway as part of The Forum’s continued buildout, according to Community Impact. A pairing like that typically pumps up weekend shopping runs and creates dozens of entry-level retail jobs as the stores hire up for opening and ongoing operations. For bargain-hunters, it means more discount racks closer to home. For the local economy, it adds another layer of retail employment on a stretch of I-35 that is not slowing down.
Opening-Day Details
Expect a busier-than-usual scene at The Forum on opening weekend. MySA reports the grand opening will feature a ribbon-cutting, branded giveaways and a scavenger hunt with gift-card prizes sprinkled throughout the store. MySA also notes that HomeGoods is listed for the center and showed up in project filings last year, although an official opening date for that store has not been announced. Shoppers may want to budget extra time on Aug. 8 as The Forum folds another national anchor into an already busy retail corridor.
