BETA
Chapter 1
The membership goldmine
Chapter 2
The art of the markdown
Chapter 3
The Kirkland Signature empire
Chapter 4
The hot dog philosophy
YOUR GOAL
Master of The secret of Costco
Ch 3 · The Kirkland Signature empire
marcus Match Kirkland products to their secret name-brand makers to discover how Costco prints money.
marcus Kirkland Signature: Costco's Own
Kirkland Signature, what a deal! Top quality, always real, More sales than brands, it's ideal!
marcus Showing both logos on a product helps ease customer hesitation about generic brands.
marcus Many Kirkland Signature products are secretly manufactured by top-tier global brands.
Fun Fact
Kirkland sales: Kirkland Signature generated over $58 billion in 2021, making it larger than major global brands like Coca-Cola.
Glossary
private label (noun)
A brand of products owned and sold by a retailer but manufactured by another company. Costco introduced Kirkland Signature under this model in 1995 to unify its diverse store brand offerings.
A brand of products owned and sold by a retailer but manufactured by another company. Costco introduced Kirkland Signature under this model in 1995 to unify its diverse store brand offerings.
Quiz
Which candy brand partnered with Kirkland Signature to produce their famous gourmet jelly beans?
Quiz
How does the revenue of Kirkland Signature compare to the global sales of Coca-Cola?
Quiz
Which famous coffee company publicly roasts several of Costco's Kirkland Signature coffee blends?
Quiz
Kirkland Signature was named after the city of Kirkland, which housed Costco's headquarters in which US state?
Quiz
Approximately what percentage of Costco's total sales come from Kirkland Signature products?
Quiz
Why did Costco co-founder Jim Sinegal consolidate 30 different private labels into just one?