Reminder Kirkland Signature did $90B in 2025, more than Boeing ($89B), FedEx ($88B), T-Mobile ($88B), P&G ($84B) or Wells Fargo ($80B). Costco’s CEO explains white-label strategy: ▫️caps Kirkland margin to 15% (usually single-digit % for supplier w/ focus on volume) ▫️spend years to develop a product (Costco demands manufacturer make at least one part of offering superior to competing national brand from same manufacturer; he said for a breakfast sandwhich, Costco got “40% more protein” on the bacon) ▫️Costco buyers look for where the market price is rising over time relative to inputs (basically keeps competitors in check for any vertical it enters) Long been rumoured that Costco taps the top brands themselves to manufacturer (eg. Titleist for golf balls, Grey Goose for vodka…but both have denied). Costco CEO Ron Vachris says two vertical he wanted Kirkland to do were razors and consumer electronics. Hasn’t cracked yet. For real, a 60” Kirkland Signature flatscreen TV might get driven to under $100. *** Full WSJ interview (April 2025): youtu.be/MzLQufpiegk?si=lBsA…