Costco's Kirkland signature brand has done very well. Comparison to CPG giants. by Tom Ryan
The Kirkland Signature brand exceeded $59 billion in sales in Costco’s 2021 fiscal year, up 13.4 percent year-over-year and accounting for 31 percent of the wholesale club’s total revenue. How did it get so big?
The size of the Kirkland brand surpasses all but a few CPG giants — only Nestlé, Procter & Gamble, PepsiCo and Unilever appear bigger — and it is by far the largest CPG private label. Walmart in 2020 put its Great Value brand at somewhat over $27 billion globally.
Costco formed the Kirkland brand 1995 and quickly expanded it across categories ranging from diapers to toilet paper, tires, golf clubs, luggage, wines and rotisserie chickens. .... '
