This week iconic food magazine Bon Appetite features an article from Alex Delaney, “Costco’s Kirkland Signature Is the Best Store Brand There Ever Was”. The article is one-part ode and one-part love letter to Costco’s private brand Kirkland Signature, its quality, reliability and often startling breadth. It is also an illustration of private brands evolution from cheaper second choice to star of the show.

Costco’s Kirkland Signature Is the Best Store Brand There Ever Was

bon_appetitYou wouldn’t expect a brand that makes cashmere sweaters, batteries, and 900-count packs of baby wipes to also produce some top-notch food products. Or maybe you would, if you’re the kind of person that has a Costco membership and buys Kirkland Signature brand products on the regular.

Before I had the privilege of a membership, Costco was an image of American overdose: 90-packs of Coors Light, 38-pound bags of potato chips, 2-for-1 cases of Twinkies, and endless fleets of riding lawnmowers. The store’s name conjured images of mobility scooters and castles made from cans of baked beans. What I didn’t realize though was that whether or not these stereotypes were true, the Kirkland Signature brand found inside Costco’s walls is the greatest store brand of all time.

Read the entire article.



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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.