Sierra Trading Post carries just about everything you could think of that relates to outdoor activities and are really a general store. This includes western wear, fishing equipment, and even motorcycle leathers. That being said, son't hold that against them when shopping for optics. Sierra Trading Post carries a respectable selection of binoculars from top brands.
The brands that are available at sierratradingpost.com include Bushnell, Vanguard, Nikon, Brunton, Steiner, Burris and a couple of others. Among these brands, the choices in binoculars that they stock seem well thought-out with choices in entry-level, intermediate and high-end models. They also do offer a few rifle scopes, though given their selection it is not a specialty of theirs.
Sierra Trading has a reputation for quality, though we have not purchased optics from them in the past ourselves. They are a credible retailer, both in their local stores or online but we cannot speak to pre-sales knowledge or post-sales support. If you do purchase from them, please write a review of your experience.