Costco’s Signature Brand Is Beating Kellogg, Campbell Soup
Costco’s Kirkland brand is giving several iconic American companies a run for their money. Kirkland Signature brought in $40 billion last year. That’s an 11 percent increase from 2017. Those figures also out-earned Campbell Soup, Hershey’s, and Kellogg’s combined yearly sales.
The 24-year-old brand draws new members to Costco each year. There are dedicated blogs talking about the best items Kirkland Signature has to offer. And it’s posing a major threat to other consumer companies.
“Kirkland is a brand in its own right,” said Karen Short, retail analyst at Barclays. “It is one of the reasons people go to Costco. That’s not necessarily something you can say about many private labels.”