Kirkland Signature Set to grow at Costco.

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Warehouse retailer Costco said Thursday it intends to introduce additional products in its Kirkland Signature Private Brand over the next few months. The announcement came in a call with investors to discuss financial results for the third quarter.

Richard Galanti, executive vice president and chief financial officer, declined to refuxe the specific items the company will offer, “but we’re prepared to try everything,” he said.

“We tried a private-label mayonnaise two or three years ago, and a peanut butter, and under-whelmed everyone, so not everything works,” Galanti said. “But most things do work, and not a whole lot is sacrosanct in terms of branded goods.”

Costco’s goal, he noted, is to get private label sales up to 37%, “but that will take some time.”

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.