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Kirkland Signature: How Costco Created a $90B Private-Label Empire

Consumers, conditioned by heavy promotion and by habit, did not bolt even as prices of some of their favorite soaps and cereals increased by 5% or 8% a year. And so profits increased much faster than that. Heinz's earnings climbed by an average of 13% a year during the past decade, Clorox's by 15%.
— Gretchen Morgensen

2w ago

The best business is one where you can raise prices without losing customers. The second-best business is one where you can raise prices and gain customers.

1mo ago

The best business to be in is one where you can raise prices without losing customers, and yet few businesses qualify. Most businesses are competitive enough that if they raise prices, they lose significant volume.

1mo ago

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