Kirkland Signature is the exclusive private-label brand of Costco Wholesale. Launched in 1995, it was established to offer products that match or surpass the quality of leading national brands while being sold at significantly lower price points.1 Today, Kirkland Signature ranks among the largest and most successful private-label brands globally, encompassing thousands of items across food, beverages, household goods, apparel, electronics, health products, and other categories.1

• Brand name: Kirkland Signature
• Owner: Costco Wholesale
• Founded: 1995
• Country of origin: United States
• Headquarters: Issaquah, Washington, United States (Costco headquarters)
• Industry: Retail / Consumer Goods
• Product categories: Food, beverages, health supplements, household essentials, apparel, electronics, pet supplies, furniture, automotive products, and more
• Availability: Sold exclusively through Costco warehouses and online stores in countries where Costco operates1

Prior to the introduction of Kirkland Signature, Costco retailed products under an earlier private-label brand named Simply Soda alongside various category-specific labels. In 1995, the company consolidated these offerings under a single premium brand: Kirkland Signature.2

The name “Kirkland” is derived from Kirkland, Washington, the location of Costco’s corporate headquarters when the brand was launched. Although Costco subsequently relocated its headquarters to Issaquah, the brand name was retained due to its established market recognition.2

Costco’s objectives for the brand were straightforward:

• Offer quality equal to or better than famous national brands.
• Sell products at lower prices.
• Control product design, ingredients, packaging, sourcing, and manufacturing to maintain consistent quality.1

Kirkland Signature is founded on four core principles:

• Premium quality comparable to or exceeding that of national brands.
• Excellent value achieved through Costco’s low-margin business model.
• Strict quality control, encompassing product testing and supplier audits.
• Continuous improvement, with products regularly reviewed and updated based on customer feedback.3

Unlike many store brands that compete primarily on price, Kirkland Signature is positioned as a premium private label.

Costco does not manufacture the majority of Kirkland Signature products internally. Instead, it partners with established manufacturers worldwide. Key aspects of this arrangement include:

• Well-known companies producing Kirkland products according to Costco’s specifications.
• Products often featuring modified recipes or packaging exclusive to Costco.
• Suppliers frequently remaining officially undisclosed.

This strategy enables Costco to leverage recognised manufacturing expertise while maintaining lower retail prices.4

Kirkland Signature products span a wide range of categories:1

Food & Beverages

• Olive oil
• Coffee
• Nuts
• Frozen foods
• Cheese
• Snacks
• Bottled water
• Bakery items

Household Products

• Toilet paper
• Paper towels
• Laundry detergent
• Dishwashing products
• Trash bags
• Batteries

Health & Personal Care

• Vitamins
• Supplements
• Protein bars
• Shampoo
• Soap
• Toothpaste

Clothing

• T-shirts
• Jeans
• Jackets
• Socks
• Underwear

Home & Kitchen

• Cookware
• Bedding
• Furniture
• Storage containers
• Kitchen appliances

Pet Products

• Dog food
• Cat food
• Pet treats
• Pet supplies

Automotive

• Motor oil
• Car batteries
• Windshield washer fluid

Seasonal Products

• Holiday decorations
• Outdoor furniture
• Garden equipment

Every Kirkland Signature product undergoes extensive evaluation before reaching store shelves. Costco assesses:

• Product performance
• Ingredients and materials
• Manufacturing quality
• Packaging
• Safety
• Customer satisfaction

Products failing to meet Costco’s standards may be reformulated, redesigned, or discontinued.4

Kirkland Signature is integral to Costco’s business model. Rather than offering multiple competing store brands, Costco focuses on a single trusted brand across numerous categories. This approach helps to:

• Build customer loyalty
• Simplify purchasing decisions
• Increase buying power with suppliers
• Maintain consistent quality
• Reduce marketing costs

The brand has become a significant driver of Costco memberships and repeat purchases.1

Kirkland Signature is one of the largest private-label brands in the world. According to reported figures:

• The brand generated approximately US$86 billion in annual revenue in 2024.
• It accounts for roughly one-third of Costco’s total sales.
• It has grown faster than Costco’s overall business in recent years.2

Costco has expanded sustainability initiatives across Kirkland Signature products, including:

• Responsible sourcing
• Sustainable seafood programmes
• Ethical labour standards
• Reduced packaging waste
• Improved environmental practices in manufacturing

These initiatives vary by product category and supplier.1

Kirkland Signature products are sold in Costco warehouses in countries including:

• United States
• Canada
• Mexico
• United Kingdom
• Japan
• South Korea
• Taiwan
• Australia
• China
• Spain
• France
• Iceland
• Sweden
• New Zealand

Availability varies by region.1

Kirkland Signature has earned a strong reputation for:

• High product quality
• Competitive pricing
• Reliable performance
• Strong customer satisfaction

Independent consumer reviews and product comparisons frequently rank Kirkland Signature products alongside or above leading national brands in categories such as batteries, olive oil, coffee, paper products, vitamins, and household essentials.1

• The name “Kirkland” refers to Costco’s former headquarters in Kirkland, Washington.
• Costco often works with major manufacturers to produce Kirkland Signature items under exclusive agreements.
• The brand appears on thousands of products sold only through Costco.
• Kirkland Signature has become one of the world’s highest-grossing private-label brands by annual sales.2

1. About Kirkland Signature | Costco
2. Costco
3. Kirkland Signature: Quality and Value – Costco Australia
4. Kirkland Signature | Costco