Costco's Kirkland Signature has become one of the largest consumer brands in the world.
In its fiscal 2025 annual report, Costco said Kirkland Signature now represents approximately $90 billion of annual revenue globally. That puts the private-label brand above Nike's $46.3 billion in FY2025 revenue and slightly above Procter & Gamble's $84.3 billion in FY2025 net sales.
The comparison is striking because Kirkland is not a standalone public company. It sits inside Costco, but its sales scale is already larger than many household-name consumer giants.
For investors, the point is simple: Costco's brand power is not limited to membership renewals and warehouse traffic. Kirkland has become a massive owned-brand engine inside the business.
Source: Costco, company filings