Stop what you are doing and read this number carefully: $90 billion. That is how much Kirkland Signature — Costco's private label brand — generated in total sales in 2025 alone, according to a report delivered at Costco's 2026 Annual Meeting of Shareholders. That represents a staggering $15 billion increase over Kirkland Signature's 2024 sales figures. During Costco's Q2 2026 earnings call, CFO Gary Millerchip said: "Kirkland Signature remains a top focus to deliver great val

The Costco Kirkland Signature vs national brands competitive dynamic is the most commercially consequential strategic reality in the entire American CPG landscape — and in 2026, with Kirkland generating $90 billion in annual sales and actively expanding into thirty new product categories per quarter, every brand operating in the Costco channel needs a clear, honest, data-grounded strategy for navigating it. This is not a comfortable conversation, and at MOJO Sales & Branding,