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Signature™ is all about. As you’ll read in our cover story
beginning on page 21, Kirkland Signature, or KS as we Ginnie Roeglin is Senior Vice
often call it around here, is Costco’s private-label brand. President, E-Commerce and
I’ve always steered clear of most other retailers’ Publishing, and Publisher of
house or plain-label brands because I assume that I’ll The Costco Connection.
get what I pay for, meaning low price and low quality.
from the publisher’s desk
AT COSTCO, we are passionate about delivering value
to our members. That is our main mission and reason
for being. And value—that wonderful combination of
top quality at a great price—is exactly what Kirkland
Kirkland Signature delivers the lower price, but not the lower quality. In fact, if an item I need
is available under our Kirkland Signature label, I’ll buy it, hands down, because I know the
quality is the same as or better than that of the national brand at a fraction of the price—
an overall great value. In fact, it has to be or it wouldn’t have made it on the shelf.
As the cover story explains, all Kirkland Signature products must meet a strict set of
requirements before they receive CEO Jim Sinegal’s signoff (“green ink”) and our KS label.
Today, you’ll find more than 300 food and non-food Kirkland Signature products in our
warehouses. We’ve highlighted a few of our buyers’ favorites in the story.
My home is filled with a much longer list of Kirkland Signature favorites, such as our
new makeup and skin-care products, my husband’s dress shirts and pants, shampoo and
conditioner, albacore tuna, bottled water, mixed nuts, extra virgin olive oil, balsamic vinegar and even our new wine, to name just a few. Try some during your next visit to Costco!
June marks the beginning of our annual S*u*m*mer Passport. This year, we will be handing out our popular coupon book in our warehouses. Inside, you’ll find valuable coupons
for savings on a wide variety of food and non-food products, services and travel available
in our warehouses and on costco.com from June 5 to August 27. Be sure to stop in a warehouse and pick up your Passport so you don’t miss out on the savings! C
from the editor’s desk
David W. Fuller
IS IT JUST ME or is it getting harder these days to make
decisions? Rephrasing: Are we being presented with
closer calls to call?
A good case in point would be the question posed in
this month’s Debate (page 12): Should cell-phone use be
David W. Fuller is Assistant allowed in airplanes? The experts we asked and the
Vice President, Publishing, and Costco members we polled make excellent points on both
Editor of The Costco Connection. sides. Half of me agrees with half of them; the other half
of me agrees with the other half of them. What to do?
We seem to be awash in so much detailed information and privy to the advice of so
many knowledgeable people (a good portion of this due to the Internet) that there seems
to be a pretty solid pro for every solid con. Time was when there were a few virtually undeniably “credible” sources of information—the Encyclopedia Britannica, the Associated
Press, The World Almanac. Today we have Wikipedia, the blogosphere and People’s
Almanac, all ready to provide counter-interpretations of what we used to consider fact.
I do believe that, because of this proliferation of voices, the decision-making process
has become more complex, whether we are at the polls, picking a team to back or in the
aisle of a store.
That’s why I see the Kirkland Signature approach to product creation as something
truly significant. Like so much of Costco, this approach to private-label products is simplicity practiced to the extreme. As Anita Thompson explains in the piece beginning on
page 21, each of these products must meet or exceed the quality standards of the competing national brand, must be a better value for members and must be produced with
the utmost attention to efficiency, the environment and social concerns.
In my book, Kirkland Signature simplifies the decision-making process for people
like me. The hard calls have been made by our diligent, knowledgeable staff of buyers
and product manufacturers. Do I still have to think before I pick up a Kirkland
Signature product? Yes ... but not so darned much! C