A brand apart:
Costco’s private label
vBy Anita Thomapson Thelusigneof
AS YOU WHEEL YOUR CART THROUGH
the aisles of Costco, shopping list in hand, do you
opt for Duracell batteries, Folgers coffee and Tide
detergent? Or does the equivalent Kirkland
Signature™ product find its way into your cart?
Kirkland Signature is proving to be a popular
alternative with many members, not only because
it usually costs less than the competing national
brand, but also because members are finding
they can have confidence in the quality.
The name Kirkland Signature was no acci-
dent. In 1993, when Costco integrated its existing
IRIDIO PHOTOGRAPH Y
private-label products under one brand, the think-
ing was, if we’re going to put our name on it, it’s
going to be the best—a signature brand. (Kirkland
