Kirkland Signature — Costco's Quiet $90 Billion Brand

Kirkland Signature generated approximately $90 billion in 2025 — bigger than most Fortune 500 companies on its own. With 33% penetration of Costco's sales and a promise of "15-20% better value than the national brand alternative, with equal or better quality," Kirkland is Costco's most powerful moat. This module covers Kirkland's strategy and what it means for buyer, merchandiser, and corporate role interviews.