The quality of named brands, at exceptional value.
As a company that prides itself on exceptional quality at the best possible price, it made good business sense for Costco to develop its own brand to sell alongside big names such as Kleenex, Duracell and Persil. But when you already sell brand names at the lowest possible price, how do you convince members to take a leap of faith on a new private label? The short answer is great value.
In 1995, Costco created the Kirkland Signature label, named after the city of Kirkland, Washington, where the Home Office was located at the time. Today Kirkland Signature is one of the most powerful private labels brands in America.
We can do more with Kirkland Signature products than other private labels says Tim Rose, Senior Vice President, Food & Sundries
because we move huge volumes and our standards for excellence and value, we impact other name brands pricing as well as their quality.
Some of our most popular items include:
- Toilet tissue
- Spring water
- Assorted nuts
- Belgian chocolates
- Washing powder
- Cookware sets
- Bed linen
Along with stocking private label products in almost every merchandise category, virtually all of our Bakery, Fresh Meat and Service Deli items carry the Kirkland Signature name.
- Kirkland Signature is a £4 billion brand, and growing!
- Accounts for 24 percent of Food & Sundries sales in the U.S.A. And 20 percent globally
- Toilet Tissue is the most popular Kirkland Signature product (approx. £300 million globally.)
Costco continues to grow the Kirkland Signature brand, and prides itself on maintaining its high standards for quality value and price.