Costco’s Kirkland Signature brand could perhaps be “America’s weirdest private label,” CNN Business recently reported. The array of products under the private label brand vary widely, but it’s also been very successful.
According to the CNN article:
Kirkland raked in $58 billion in sales during Costco’s latest fiscal year, making up around a quarter of the company’s total revenue. Kirkland is America’s biggest consumer packaged goods’ brand measured by sales. It’s larger than Hershey, Campbell Soup, or Kellogg.
It wasn’t always this way though. For many years, the private label brand was split into around 30 different brands. As Costco began to spread internationally, it became clear that there needed to be consistency. With an overhaul to the the company’s private label strategy, Kirkland Signature was developed.
As CNN describes it:
The sole private-label brand at Costco is an essential part of the retailer’s positioning with customers and a way for Costco to stand out against competitors.
