Why Costco Went All in on Kirkland — and How It Paid Off | WSJ Case Study
Răzvan Botea
Costco went against industry standards in 1995 with the creation of its private label, Kirkland Signature. With $86 billion in sales last year, Kirkland is now a bigger brand than Proctor & Gamble and Kraft-Heinz. Compared with other mass retailers like Target and Walmart, which have multiple brands, club channels like Costco and Sam’s Club are winning the private-label food and beverage space by consolidating. WSJ breaks down why Kirkland is now the retail behemoth’s secret weapon. Chapters: 0:
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