10 Major Brands Joining Costco and Cutting Prices in 2026

Costco is adding more well-known brands to its shelves in 2026, but the bigger story is how those products are priced. The company sticks to its proven model—buying in bulk, keeping a curated selection, and negotiating directly with suppliers—to keep everyday essentials affordable. As a result, members are finding familiar brands alongside lower prices, with no major changes to how Costco operates.

Gap Gift Cards Enter the Warehouse

Gap’s arrival at Costco comes primarily through discounted gift cards, giving members access to a classic American clothing brand without a mall visit. This partnership focuses on everyday apparel rather than luxury items. Buying gift cards in-store keeps the offering simple and convenient, letting shoppers include clothing purchases in their regular Costco trips.

Ulta Beauty Brings Cosmetics Into Focus

Ulta Beauty’s presence at Costco signals a stronger emphasis on personal care and cosmetics. Rather than stocking full beauty aisles, the retailer is offering Ulta gift cards—an efficient way to provide access to a wide range of skincare and makeup without extensive shelving. For customers who already shop at Ulta, the cards make it easy to incorporate beauty spending into a standard Costco visit.

Vera Bradley Adds a Fashion Twist

Vera Bradley brings a more style-oriented option to Costco’s mix. Its patterned handbags and travel accessories stand out from typical warehouse merchandise, offering shoppers a boutique-like feel while still shopping in a bulk-oriented environment. This expands Costco’s appeal to customers seeking fashionable but practical items.

Upper Deck Appeals to Collectors

Trading cards from Upper Deck might seem unexpected, but they fit Costco’s treasure-hunt experience. Limited supply and collector interest create excitement, and placing collectible packs among everyday goods encourages impulse purchases. This move taps nostalgia and hobby culture, which can keep shoppers browsing longer and boost in-store discoveries.

Dubai Chocolate Captures Trend Attention

Dubai chocolate, which drew online attention before appearing at Costco, stands out with rich fillings and an imported appeal. Customers often find it by chance, and that element of discovery enhances its desirability. Costco watches trends closely and brings in items that feel current while avoiding a shift into specialty retailing.

Kirkland Signature Expands Its Reach

Costco’s Kirkland Signature brand continues to expand alongside incoming national brands. Recently, roughly 45 new Kirkland items rolled out across food, personal care, and apparel categories. The private label remains central to Costco’s pricing advantage—many Kirkland products match or exceed national brand quality while remaining more affordable.

Caramel Brownie Sundae Draws Crowds

A new caramel brownie sundae has become a standout item at the Costco food court. Because the menu rarely changes, the introduction of a single dessert quickly captures attention and becomes a repeat favorite for members. Little menu additions like this turn ordinary shopping trips into a small treat for customers.

Apparel Lines Broaden in Scope

Clothing has grown as part of Costco’s assortment through partnerships and expanded private-label offerings. Seasonal items now appear alongside staples like socks and loungewear, and the rotating selection encourages customers to return frequently. Competitive pricing makes it easy for shoppers to add apparel to an otherwise routine grocery visit.

Dry Facial Towels Highlight Everyday Innovation

Single-use dry facial towels show Costco’s focus on practical everyday innovations. These disposable towels offer a hygienic alternative to reusable cloths and appeal to shoppers who prioritize convenient skincare routines. Small, helpful items like this fit Costco’s strategy of making daily habits easier with minimal fuss.

Price Cuts Keep the Strategy Grounded

While new brand additions attract attention, price reductions remain the core of Costco’s approach. Items such as bacon, walnuts, whipped cream, and prepared meals have seen recent cuts. Company leadership emphasizes an aggressive pricing stance, and that commitment underpins the entire strategy—it’s why members continue to rely on Costco for consistent savings.