Happy Birthday. Kirkland Signature turns 30!

When Costco introduced Kirkland Signature three decades ago, it broke from the retail playbook. Instead of customizing private labels across categories, the company placed everything under a single name. Unlike Target, which operates more than 40 private labels, or Walmart, which manages close to 90, Costco focused on one unified identity—and that cohesion became its advantage. That risky bet created one of the most powerful private labels in the world, now spanning everything from groceries and household goods to wine, mattresses, and even golf balls.

In 2024 Kirkland Signature brand accounted for $86 billion out of a total of $254 billion in total Costco revenue.

The Kirkland name comes from Costco’s early home in Kirkland, Washington. Although the company eventually moved its headquarters, the name endured and grew into a brand identity that consumers came to trust.

Kirkland Signature helped shift how Americans view store brands. Once dismissed as cheap alternatives, private labels are now widely seen as equal to or better than national names in both quality and value. This transformation has rippled through the industry, pushing competitors like Sam’s Club, Aldi, Walmart, and Target to elevate their own offerings.

Every new item requires CEO approval, and many products are developed and co-branded with well-known national manufacturers.

What sets Kirkland apart is its emphasis on quality. The approach has turned Kirkland into a brand with revenues rivaling major corporations and cemented Costco’s reputation as a private label pioneer.

Today, Kirkland Signature is more than a store brand, it’s a symbol of Costco’s strategy to deliver value without sacrificing quality, and proof that one bold decision can reshape an entire industry.

Happy Birthday Kirkland!

As always, if you have any questions, please reach out to us.

Cheers!