Skip to the lesson
Back to the home page and map, from TryOwning · Costco · Lesson 3
Part 1 of 3Part 1 of 3, 0 done

Costco · 2026 report · 12 min

Kirkland Signature

Kirkland Signature is on Costco's nuts, batteries, coffee and wine, usually cheaper than the famous brand next to it. So why does Costco earn more on it?

WAREHOUSEMEMBERS
Ticket 01 · The guess

How much cheaper?

Kirkland Signature is Costco's own brand. It sits on the shelf next to famous brands that other companies own, called national brands.

In its slides for the January 2025 shareholder meeting, Costco listed how much "value" Kirkland aims to give members compared with the national brand. How much lower is the price it aims for?

40%
0%60%
Words to know

Spot something wrong?

Tell us what looks off. No name or email needed.

What kind of problem?

0 / 1000

We'll also send this page, the lesson, ticket 1, so we can find it. Nothing else. Privacy

·
Sources and every number (1)

Sources

  • Costco Annual Meeting of Shareholders presentation, January 23, 2025 (figures from fiscal 2024 and January 2025) · Costco Wholesale Corporation (investor relations), 2024

Every number

  • 20%q4cdn.com ·2024 · Costco's January 2025 shareholder-meeting slides list this much "value to the national brand" as a Kirkland Signature goal.
  • 19%q4cdn.com ·2024 · The "value" Costco's January 2025 slides list for its new Kirkland Signature egg bites.
  1. Lessons›
  2. Big companies›
  3. Costco
  • ·Before this: How Costco is organized
  • ·Next: Paying workers more
  • ·Free guide: How Costco makes money
Skip to the lesson
Back to the home page and map, from TryOwning · Costco · Lesson 3
Part 1 of 3Part 1 of 3, 0 done

Costco · 2026 report · 12 min

Kirkland Signature

Kirkland Signature is on Costco's nuts, batteries, coffee and wine, usually cheaper than the famous brand next to it. So why does Costco earn more on it?

WAREHOUSEMEMBERS
Ticket 01 · The guess

How much cheaper?

Kirkland Signature is Costco's own brand. It sits on the shelf next to famous brands that other companies own, called national brands.

In its slides for the January 2025 shareholder meeting, Costco listed how much "value" Kirkland aims to give members compared with the national brand. How much lower is the price it aims for?

40%
0%60%
Words to know

Spot something wrong?

Tell us what looks off. No name or email needed.

What kind of problem?

0 / 1000

We'll also send this page, the lesson, ticket 1, so we can find it. Nothing else. Privacy

·
Sources and every number (1)

Sources

  • Costco Annual Meeting of Shareholders presentation, January 23, 2025 (figures from fiscal 2024 and January 2025) · Costco Wholesale Corporation (investor relations), 2024

Every number

  • 20%q4cdn.com ·2024 · Costco's January 2025 shareholder-meeting slides list this much "value to the national brand" as a Kirkland Signature goal.
  • 19%q4cdn.com ·2024 · The "value" Costco's January 2025 slides list for its new Kirkland Signature egg bites.
  1. Lessons›
  2. Big companies›
  3. Costco
  • ·Before this: How Costco is organized
  • ·Next: Paying workers more
  • ·Free guide: How Costco makes money