Part 4/10:
Initially, Costco's private labels were an assortment of names like Chelsea and Pinnacle. However, a crucial moment came when Sinegal realized even internal teams struggled to identify Costco's house brands, exemplified by a warehouse manager who was unaware of a Kirkland product stocked on the shelves. This sparked the idea of consolidating under a unified name: “Kirkland Signature,” named after the company's original headquarters in Kirkland, Washington.