WHAT’S IN A NAME
CONTINUED FROM PAGE 39
ONE OF KIRKLAND Signature’s largest
categories is sundries, with 49 different
products, including the No. 1 item at
Costco: Kirkland Signature Bath Tissue.
Sundries include a wide range of
products, from bath tissue to pet products to laundry detergent, and each one is
a study in evolution. Since its introduction in the 1990s, the bath tissue alone
has gone through at least 11 upgrades,
each time changing the presentation and
WHEN IT COMES to Kirkland Signature
apparel, shoes led the way down the catwalk.
The Kirkland Signature Men’s Athletic
Shoe, formerly known as the Court Classic,
was the first private-label apparel item sold
by Costco, with sales dating back to 1993.
Kirkland Signature Men’s Dress Socks followed the next year, and other items continued to be introduced, including the iconic
Kirkland Signature Jeans in 1997.
“We are always looking
PERUSING THE HEALTH and beauty aids
section at Costco or on Costco.com, one is
struck by the depth and breadth of Kirkland
Signature offerings. Over-the-counter vita-
mins and supplements, nutritional shake, bar
soap, body wash, shampoo and conditioner,
mouthwash, diapers, baby wipes—the
impressive list goes on.
Most of these products have had their
share of upgrades over the years. When asked
which Kirkland Signature item in this department is an excellent example of the Kirkland
Signature philosophy, the consensus was
unanimous: Kirkland Signature Baby Wipes.
“Since their introduction in 1995, we
have made changes and improvements on an
average of every three years,” says Greg
Shavey, who was with the department at the
time of the product’s introduction.
Manufactured by Nice-Pak, a global
leader in the manufacture of private-label and
branded wet wipes, the Kirkland Signature
Baby Wipes have often been first to market
with innovations that were subsequently
adopted by national brands.
“We have a long relationship with Costco
and with the Kirkland Signature wipes we pro-
duce for Costco,” says Patty Raggi, Nice-Pak’s
vice president of marketing. “These wipes offer
Costco members a quality and value that is sec-
ond to none in the marketplace.”
Based on research and member feed-
back, Kirkland Signature has been first to
market with leading-edge formulations and
packaging. For example: “In 1997, we added
aloe to the formula, and in 2001, Kirkland
Signature was first to market with Spunlace—
representing a major upgrade in material
strength and softness, with
national brands soon fol-
lowing suit,” says Raggi.
The first-to-market flip-
top lid was introduced in
2003, eliminating the need
for tubs; in 2005, the wipes
were the first in the market
with cotton-blend material;
and in 2009, the wipes were
first with exclusive use of
Tencel, a sustainable plant
fiber that is completely derived
from renewable resources and
uses a manufacturing process
that reuses and recaptures re-
sources such as water.
In 2013, the wipes were upgraded to use
“quiet flow” packaging for quieter, less crinkly
diaper changes at nighttime and naptime, and
in 2014, new eco-friendly lids that use 37 percent less plastic were introduced.
Says Raggi, “I think you will agree that
Kirkland Signature Baby Wipes truly do
exemplify the philosophy of the Kirkland
Fun facts: Kirkland Signature Baby Wipes
are made in the United States. And due to
their large size, quality, strength and multiple
uses, the wipes are one of the most requested
items for donations by U.S. troops.—TFJ