In a recent interview, Costco's board chair Tony James discussed the surprising success of the warehouse chain's luxury items, including Rolex watches and high-end alcohol like Dom Perignon. James noted that the affluent customers are drawn to good deals, which helps explain why these items move quickly off the shelves. He shared examples like a Porsche dealership selling cars in Costco, underscoring the retailer's unique approach to luxury sales. Additionally, Costco has seen significant interest in items like gold bars, with strong customer reviews contributing to their appeal.
Rolex watches, Dom Perignon, and 10-karat diamonds fly off Costco's shelves when quality and price align, showing affluent shoppers appreciate value in luxury goods.
Costco is recognized as the world’s largest retailer of Dom Perignon, selling it often as a luxury item rather than just a discount store.
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