On a recent earnings call, Gary Millerchip, executive vice president and chief financial officer at Costco, shared that the warehouse club had lowered prices on several items. Though prices of these staples will still vary by location, Costco has made it a part of their business model to not only avoid increasing the prices on them, but also lower them when possible. The bottom line is that Costco has always offered a wide variety of name-brand items in addition to its Kirkland Signature brand, and Millerchip announced that Costco has recently added even more major brands to its lineup — Peloton, Wrangler, Springfree Trampolines and Ruggable.