MEXICO CITY.- In addition to prices, presentations and promotions, the secret weapon of Costco is Kirkland, the store's own brand.

Kirkland products are the reason why customers return to Costco.This applies to the United States, Mexico, and anywhere in the world where there is a store of these.

Kirkland has a wide variety of items that compete with all known brands.They sell prepared food, clothing, bottled water, detergents, pet food, to mention some.They almost cover any category.

The value

According to a report by the UBS firm, in 2019, Kirkland had a value, as a brand, of 75 billion dollars.This is 15 billion more than the beauty firm Estee Lauder.

For Costco, Kirkland represents 25% of its sales, for the variety of products they offer.

In the annual Costco report, it was reported that Kirkland sales of 2018 added the 39 billion dollars, which represented a growth of more than 10%, compared to the 35 billion they had in 2017.

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But it is not only the price, the quality of the products speaks for itself, and it is for this reason that it has gained adherents worldwide.In addition, he managed to combat the stigma that their own brands are of low quality or that they are generic.

Among the advantages that Kirkland has, is that it reduces intermediaries, because they are distributed directly in stores, in addition, having good quality and low prices, forces known brands to improve their offer for consumers.

Costco against Amazon

According to the American Customer satisfaction Index (ACSI), in 2019, Costco added 83 points on the ACSI scale, while Amazon had 82 points.

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