Costco sells more than $59 billion worth of Kirkland Signature products a year. That's 31% of its total revenue. A former Costco buyer who negotiated 500+ Kirkland contracts told me: "Kirkland isn't a brand. It's a strategy. Costco finds the best product in a category, approaches the manufacturer, and asks them to make it under a different label. The manufacturer agrees because Costco guarantees massive volume. You get the same product for 20 to 40% less. The brand you're paying for is the only difference." Here are the 9 truths behind Kirkland Signature that Costco doesn't advertise 🧵