Costco’s Kirkland is still trying to get into this category, CEO says

(NEXSTAR) — Food, paper products, eyewear, cleaning supplies, clothing, tires, pet products, health and beauty goods, coffee, gasoline, and even high-quality wine — there is almost no section in your local Costco that is without a Kirkland Signature alternative. 

There is, however, one category that Kirkland Signature hasn’t been able to crack into, despite Costco’s CEO hoping it would. 

What is Kirkland Signature?

Costco introduced the Kirkland Signature label in 1995, naming the brand after its original headquarters in Kirkland, Washington, about 20 minutes outside the heart of Seattle.

In the 20 years since, Costco has expanded the label to

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