Why Consumers love Costco’s private brand

Membership-based Costco Warehouse’s private brand Kirkland Signature is wowing consumers left and right, according to Business Insider.

The Issaquah, Wash.-based retailer sells a variety of items in bulk. It also carries its own in-house brand — Kirkland Signature — which helps keep prices low. According to Business Insider, “die-hard” Costco fanatics say the store is more than just a place where one can pick up value items.

"I think all of the people who have weird attachments to Costco have a pretty similar story," said Max Ellinger, a Costco loyalist who lives on the West Coast. He loves Costco so much he got a tattoo of the Kirkland Signature logo on his arm, according to Business Insider. Ellinger says he frequents Costco about three times a week and even had his birthday party in a Costco food court in 2015.

After speaking to six Costco fans, Business Insider discovered five main reasons why people fall in love with the discount store, with one being the company’s private label Kirkland Signature brand. The Kirkland brand appeals to people who want affordable products with a guarantee of quality. The Kirkland Signature assortment includes food, shampoo, clothes and more.

To read the Business Insider article, click here.