Costco History and Roadshow Strategy | MOJO Branding Consultant

susanbarry3
Mar 16, 2023
1 min read

Updated: Jan 8

Costco history offers valuable insight into how the warehouse club model evolved into one of the most powerful retail formats in the world. According to Warehouse Club Focus, the industry began in 1976 when The Price Club opened its first location in San Diego, initially serving only small business owners. Early sales were slow, which led to expanding membership to consumers. That shift proved critical, as increased traffic drove higher sales and long-term growth.

When Costco opened its first warehouse in Seattle in 1983, it followed a similar path. While business members were the initial focus, Costco quickly recognized that sustained growth would come from delivering high-quality products at strong value to consumer members. Over time, this strategy reshaped the business. Paid consumer membership grew from 46 percent in 1988 to 82 percent by 2022, reflecting Costco’s increasing focus on everyday shoppers.

MOJO Branding closely follows these trends because they directly impact sales strategy, item selection, and roadshow success. Research from Warehouse Club Focus also shows Costco steadily reducing its SKU count, sharpening focus on top-performing products. MOJO Branding helps brands align with this evolution through smart roadshow execution and consumer-first strategy. For brands looking to win inside Costco, understanding its history is key.