Navigating Costco's vast aisles with health goals in mind can feel like a daunting task. However, with the guidance of a ...

But perhaps Costco’s biggest appeal is its competitively-priced, private label brand, Kirkland Signature. These items are not only of high quality and value, but they also rival practically ...

Costco’s $86 billion Kirkland Signature brand went against industry standards when it was launched in 1995. WSJ breaks down why the private label is now the retail behemoth’s secret weapon.

Costco co-founder Jim Sinegal sat down with The Wall Street Journal to discuss how he built the $86 billion label Kirkland Signature and why he was so reluctant to get into the gasoline business.

Three decades ago Costco created Kirkland Signature, the store brand it now uses to sell everything from paper towels to fresh sushi. At the time it was counterintuitive. Successful retailers ...

Costco's Kirkland Signature is more than just a generic brand — shoppers revere the private label's products with near cult-like adoration. For years, fans have praised hundreds of household ...