New York (CNN Business) Costco's house brand, Kirkland Signature, is even bigger than you might think. Yet for brands, Kirkland products can threaten their sales and undermine pricing power. Although Kirkland has been more successful than its competitors' own brands, Costco's strategy carries risks. Rivals do not have similar warnings for a single brand, a sign of Costco's reliance on the brand. "We really dialed up our focus on the Member's Mark brand," Sam's CEO John Furner said in October.

Source: CNN January 10, 2019 14:37 UTC