Costco Brands

Mainline (1995):  Kirkland Signature  Co-Branding (2007):  Disney (food),  Newman's (juice),  Borghese (cosmetics)

Costco's definition of co-branding:  Co-branded items are "different either in forumula, ingredients, size or something that improves the quality and value".  Costco Wholesale's co-branding efforts earned it the 2008 Storebrand Leadership Award.


  • Costco carries ~4,000 different items compared to 40,000 at a typical supermarket and 150,000 at a Wal-Mart Supercenter
  • Kirkland Signature branded items make up 15% of all items sold at Costco but contribute 20% of total revenues
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