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Costco's Secret Weapon

Founder's Journal

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Why Is Kirkland So Successful?

i don't think people truly appreciate how impactful this private label brand is for an already massive company. Kirkland was responsible for 52 billion dollars of revenue last year. I will say i think this is going to be tougher and tougher for private brands to justify over the coming years. We're seeing new start ups explore this model in a diginal first environment.

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