Part 5/10:
In moving to consolidate all private label products under one brand, Costco took a monumental risk that contradicted established retail best practices. Retailers often avoid a single private label to mitigate the potential fallout from a poor product experience affecting the entire brand. Nonetheless, Sinegal's belief in the Kirkland name's potential and the company’s rigid commitment to quality allowed Costco to redefine what customers expected from store brands.