Becoming a Kirkland Signature supplier is one of the most commercially significant and most consistently overlooked strategic opportunities available to CPG manufacturers in the Costco channel — and the brands that understand it clearly are making more informed, more complete, and ultimately more commercially productive decisions about their Costco relationship than the brands that focus exclusively on branded shelf placement and roadshow events. The Kirkland Signature suppli

There is a number that should stop every CPG brand founder, product entrepreneur, and Costco vendor in their tracks. The Kirkland Signature brand generated approximately $90 billion in sales in 2025 — more than a $15 billion increase compared to Kirkland Signature sales in 2024. KatArt Visuals Blog Let that sink in for a moment. A single private label brand — operating under one name, sold exclusively through one retail chain — grew by fifteen billion dollars in a single year

For most of its history, Costco's identity as a wine and spirits retailer was one of the best-kept secrets in American retail. Members who wandered into the beverage alcohol section of their local warehouse discovered an extraordinary assortment of premium wines, artisan spirits, and craft beers at prices that defied comparison — bottles of Grand Cru Burgundy, aged Scotch, and premium Cognac sitting alongside Kirkland Signature spirits that routinely outperformed famous name-

Let's start with a number that should stop every brand owner in their tracks: $90 billion. That is how much Kirkland Signature — Costco's private label brand — generated in sales in 2025 alone. According to a report given at Costco's 2026 Annual Meeting of Shareholders, the Kirkland Signature brand brought in about $90 billion in sales in 2025 — more than a $15 billion increase compared to Kirkland Signature sales in 2024. Julee Ho Media Let that sink in. A single private lab

Kirkland Signature isn’t just a private label—it’s one of the most powerful brands in retail. For shoppers, Kirkland represents trusted quality and exceptional value. For Costco buyers, Kirkland is a strategic lever that shapes category economics, pricing pressure, and brand negotiations. For brands entering Costco, understanding the “Kirkland Effect” is essential. It influences how buyers evaluate your value proposition, how pricing is framed, and how your brand fits into Co