As a company that prides itself on exceptional quality at the best possible price, it made good business sense for Costco to develop its own brand to sell alongside big names such as Kleenex, Duracell and Downy. But when you already sell brand names at the lowest possible price, how do you convince members to take a leap of faith on a new private label? The short answer is “great value”.

In 1995, Costco created the Kirkland Signature label, named after the city of Kirkland, Washington, where the Home Office was located at the time. Today Kirkland Signature is one of the most powerful private labels brands in America. We can do more with Kirkland Signature products than other private labels says Tim Rose, Senior Vice President, Food & Sundries because we move huge volumes and our standards for excellence and value.