Local wholesaler Costco announced plans today to expand upon the success of its high-quality Kirkland Signature brand with a new Belltown Signature line of small, overpriced products.
“I gazed up at the apartment towers on 2nd Avenue downtown and thought to myself ‘Hey, people pay a lot of money to live in these 350 square foot shoe boxes,” said Costco’s Senior Director of Hot Dog Strategy and Brand Synergy, Megan Kim as she brandished a $16 4-inch Belltown Signature Single-Serve Corndog. “If that works for Seattle developers, why shouldn’t Costco also unveil a line of tiny, overpriced items to appeal for these suckers to fit into their studio apartment’s only closet that is also their bedroom?’”
The team working on Belltown Signature took the initial concept and turned it into a variety of products that are already resonating with space-conscious consumers such as two-inch wide mini rolls of tri-ply toilet paper for $10 each.
“I pay $3,500 per month for an apartment in Belltown with one square foot of kitchen counter space, so when Costco wants to charge $500 for a compact toaster that toasts a half slice of bread at a time, you know that’s going in my cart along with the $40 6 oz. handle of vodka and $20 2 oz. mixed nuts,” said frequent Costco customer, David Sanchez. “Haven’t gotten groceries this affordable nearby since I bought a $16 orange at Pike Place Market.”
If Belltown Signature products sell as well as expected, Costco says it plans to experiment with other brand concepts such as Shoreline Signature furniture designed for houseguests who live just far enough away that you only have to see them during the holidays.
