Costco’s CEO Ron Vachris sat down with The Wall Street Journal to discuss how its $86 billion Kirkland Signature brand runs and why it allows Costco leverage over many big brands. Vachris touches on why Costco has such strong employee retention, the ‘Costco guys,’ why their private label brand has had success over other retail giants like Walmart and Target and more.
Chapters:
0:00 Becoming CEO after 42 years
1:00 Employee retention and Costco’s culture
1:44 Brand affinity and Kirkland’s role
3:03 Kirkland prices and suppliers
4:15 Process of creating a Kirkland product
6:14 Kirkland products that have struggled
6:51 Kirkland’s future
#Costco #Kirkland #WSJ