Costco's store brand did about $86 billion last year. That's more than Coca-Cola, more than Nike, and roughly tied with Procter & Gamble, and it comes from about 550 products with zero advertising. Kirkland is close to a third of everything Costco sells now, and it's nearly tripled since 2017 while the rest of the company doubled. The part people miss is Costco mostly doesn't own factories. Almost every Kirkland item is made by somebody else under contract, and the deal is the product has to be as good as the brand next to it and at least 20 percent cheaper or it doesn't get made. The manufacturers agree because a Costco order is bigger than most of their other customers combined. A lot of them are the name brands themselves. Sometimes it says so on the package and sometimes it doesn't.