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

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

There is a reason Kirkland Signature generates $90 billion in annual sales and commands more consumer loyalty than most of the national brands it sits beside on the warehouse floor. The reason is not just that Kirkland products are competitively priced. The reason is that many Kirkland products are not generic alternatives to famous brands — they are, quite literally, made by those famous brands. Starbucks roasts the coffee. Duracell makes the batteries. Reynolds Brands makes

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,

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

The numbers are impossible to ignore and uncomfortable to dismiss. Private label sales in the United States reached $271 billion in 2024, growing at 3.9 percent — nearly four times the growth rate of national brands. The club store segment — led by Costco — holds the highest private label penetration of any retail channel in America, with store brands accounting for 47 percent of all private label growth. Sixty percent of American consumers now believe private label products

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

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