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. Let that land for a moment. A single store brand, sold exclusively through one retail chain, produced $90 billion in revenue in a single year. That represents a staggering $15 billion increase over Kirkland Signature's 20