Kirkland Signature

Kirkland Signature branded bottled water, pictured in 2005
"Kirkland Signature" is Costco's private label. It is sold by Costco at their website and warehouses, and is trademarked by the company. Costco introduced Kirkland Signature as its private label in 1992, deriving the name from the location of Costco's corporate headquarters, Kirkland, Washington (their HQ later moved, roughly 12 miles (19 km), to Issaquah, Washington).

The idea for the private label was to provide brand name quality products at discounted prices. To counteract the consumer confidence problem common in store-name branding, Kirkland Signature occasionally employs co-branding. According to Costco, while consumers may be wary of same-store branding, they are less likely to be wary of brands that they are familiar with and trust.

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