Latest / Pricing Power Podcast with Fexingo: How Businesses Set Prices, Raise Margins, and Win Customers
How Costco's Kirkland Signature Rewrote Retail Pricing
Costco's private label Kirkland Signature now generates over $75 billion in annual sales — more than Nike or Coca-Cola. But unlike most store brands, Kirkland isn't positioned as a cheap alternative. It's priced to signal quality, often at a premium to national brands, while still delivering a clear savings to members. In this episode, Lucas and Luna break down the pricing strategy behind Kirkland Signature: how Costco uses it to discipline suppliers, why they deliberately limit variety, and what the one-dollar-fifty hot dog and soda combo reveals about their entire margin…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.