Kirkland Signature was named after Costco's then-headquarters in Kirkland, Washington — chosen partly because it could clear trademark registration across all the countries Costco operated in. It now generates $52 billion in annual sales, exceeding Nike by about $1 billion, making it the world's largest consumer packaged goods brand by revenue. Costco uses it not to capture extra margin (15% cap vs 14% for branded goods) but to provide better products at lower prices.