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Why Costco Went All in on Kirkland — and How It Paid Off | WSJ Case Study
- Published_at:2025-03-31
- Category:News & Politics
- Channel:The Wall Street Journal
- tags: costco costco news kirkland kirkland signature costco kirkland brand kirkland products private label costco private label jim sinegal costco jim sinegal costco deals name brand grocery stores costco membership kirkland diapers sears procter and gamble walmart target sam's club limited sku environment huggies pampers costco products costco supplier kirkland driver kraft heinz sam's club vs costco membership sales costco stock costco sales bnss
- description: Costco went against industry standards in 1995 with the creation of its private label, Kirkland Signature. With $86 billion in sales last year, Kirkland is now a bigger brand than Procter & Gamble and Kraft-Heinz. Compared with other mass retailers like Target and Walmart, which have multiple brands, club channels like Costco and Sam’s Club are winning the private-label food and beverage space by consolidating. WSJ breaks down why Kirkland is now the retail behemoth’s secret weapon. Chapters: 0:00 Costco’s private label 0:43 Why Kirkland was created 3:03 Consolidating under one brand 4:05 Impact on Costco and the industry 5:03 Impact on suppliers 6:28 Challenges ahead #Costco #Business #WSJ
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