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Costco’s not-so secret weapon: How Kirkland Signature is driving growth and profits


Kirkland brand croissants for sale at a bakery inside a Costco store in Teterboro, New Jersey, US, on Wednesday, Feb. 28, 2024. 

Stephanie Keith | Bloomberg | Getty Images

A weaker environment for consumer spending is playing right into one of Costco‘s biggest strengths: Kirkland Signature.



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