Gregg Coccari Site

He stepped down as CEO in 2020 but remained Chairman of Sierra through the transition, overseeing the brand’s continued integration into the TJX family. In interviews, Coccari frequently cites his hockey background as the blueprint for his management style. “As a goalie, you can’t dwell on the last goal,” he told Wyoming Business Report . “You reset, you watch the play develop, and you react. In retail, the market scores on you every day—a bad quarter, a supply chain glitch. You clear your head and focus on the next shot.”

In December 2012, TJX acquired Sierra Trading Post for an undisclosed sum, widely reported to be in the hundreds of millions. Coccari remained at the helm, and under his leadership, Sierra (rebranded as in 2018) expanded from a single warehouse in Cheyenne, Wyoming, to a multi-channel powerhouse with dozens of brick-and-mortar stores across the U.S. gregg coccari

Coccari graduated from UVM with a degree in Business Administration, immediately bridging his athletic discipline with a career in sales and management. Before his rise to national prominence in the e-commerce space, Coccari spent over a decade at Mills Fleet Farm , a Midwestern chain of big-box retail stores catering to farming, automotive, and outdoor enthusiasts. He stepped down as CEO in 2020 but

Starting as a General Manager, he climbed the ranks to become Executive Vice President of Merchandising and Logistics. During his tenure (1997–2008), he was instrumental in optimizing the company’s supply chain and merchandising strategy, helping transform Fleet Farm from a regional farm-supply chain into a more competitive, modern retail force. This period honed his expertise in hard goods, workwear, and outdoor gear—a foundation that would define his future. Coccari’s defining career moment arrived in 2008 when he was brought in as President and CEO of Sierra Trading Post , then a niche, catalog-based off-price retailer of outdoor gear. At the time, the company was solid but struggled to scale in the shadow of giants like REI and Amazon. “You reset, you watch the play develop, and you react