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 Store brand Leadership Award.

notes

• 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