Costco storefront
Costco's Kirkland Signature Is Far From Just A Cheaper Knockoff Brand
Store-brand products are mostly lower-quality items with discounted prices but Costco’s Kirkland Signature offers items as good or better than the brand-name rival at a low cost.
Unlike most store brands, Kirkland’s goal isn't maximizing the profit margin on each item but to present shoppers with a mix of affordability and quality to keep them coming back.
Costco sources many of its store-brand products from the same manufacturers that make the brand-name versions, and even when it doesn’t, it finds sellers of similar quality.
Plus, Kirkland keeps introducing new items to offer shoppers a one-brand shopping experience. At nearly $60 billion in sales, it accounts for around 30% of Costco's total dealings.