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Why Costco chose the name ‘Kirkland’ and what it really means

We collect Costco trivia like baseball cards ’round these parts, gleefully scooping up food court hacks (like how to upgrade the delicious pizza with a free topping) and intel on the surprising brand behind the retailer’s coffee. It surprised us deeply, however, when we realized that we’d never really paid much mind to the name of Costco’s Kirkland Signature house brand. Oh, sure, we absolutely adore the quality we’ve come to expect from the label — its aged balsamic vinegar sourced from Italy is a must-buy, for instance — but how did Costco’s private distribution arm come to be named “Kirkland?”

Apparently, the Kirkland name is a newer development in the annals of Costco lore. Before the 1990s, Costco used to give different calling cards to all its private-label products. In 1995, however, Jim Sinegal, co-founder (and also CEO at the time) was inspired by a “Forbes” magazine article to develop a name that spoke to Costco’s identity. Kirkland, Washington was the initial home of Costco corporate, and that city gave the house brand its ultimate name. As a fun fact, Costco had, in ’95, recently picked up and moved to Issaquah, but that moniker was dismissed as too much of a mouthful.

As of 2025, Kirkland Signature had greater revenue as a brand than sports monolith Nike. Costco has labeled everything from toiletries to automobile tires to frozen cheesecake with its Kirkland Signature branding … and customers count the quality of the label as one of the key reasons to justify the cost of their Costco memberships.

Why Costco chose the name ‘Kirkland’ and what it really means

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