Costco's "profit engine" continues to perform strongly: Own brand Kirkland's revenue surpasses L'Oreal and P&G.

Wisdom Financial APP learned that Kirkland Signature, Costco's own brand, continues to be a major force in the retail industry. The company launched this brand in 1995, consolidating its scattered private label products under a single name, inspired by its original headquarters in Kirkland, Washington. Prior to Kirkland, Costco used about 30 different private label names, but co-founder Jim Sinegal sought a unified brand to ensure consistency and quick recognition by consumers. Kirkland started with shampoo and vitamins, gradually expanding into a wide range of categories from groceries to clothing to enhance Costco's reputation for value.