Costco's Kirkland Signature Brand is Winning With New, Low-Price Products -- Market Talk

Dow Jones03-27

1310 ET - Costco's private-label brand Kirkland Signature is firing on all cylinders with a slew of new, low-price products as value remains key for shoppers, Mizuho says in a note. Kirkland's offerings are also adding pressure for national brands, analyst David Bellinger says. Kirkland's new energy drink has dragged on Celsius's stock and garnered media attention, which follows heightened awareness around its fresh dog food offering, which hurt Freshpet shares, he says. Lululemon has also been in the crosshairs with legging dupes, according to Bellinger. "Single product launches aren't enough to move the needle for COST, yet the power of the $90B global Kirkland Signature brand is as strong as ever," he says. The brand's value offerings are winning, particularly as consumers face high prices, sticky inflation and gas price swings, Bellinger says. (kelly.cloonan@wsj.com)

(END) Dow Jones Newswires

March 26, 2026 13:10 ET (17:10 GMT)

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