When you walk into a Costco Wholesale warehouse, you can buy a Kirkland Signature dog bed, Kirkland pork chops, Kirkland men’s underwear, and even Kirkland Signature rosé. In fact, you can find some 550 highly disparate items under the Kirkland label, Costco’s massively popular store brand.
While it’s rare for a single brand to encompass such a diverse range of products and categories, Kirkland stands out. Its success lies in the shared characteristic of its items: They are all lower-priced products that match the quality of national brands. What's more, Costco (No. 11 on the 2024 Fortune 500) has been meticulous in ensuring that each addition to the Kirkland line-up reinforces its reputation for value and quality, positioning Kirkland as a national brand in its own right.
