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February 2, 2022

Costco First in Halo List of Beloved Brands

Posted In: Retail Articles


The number one spot in the Forbes Halo 100 list of brands consumers love belongs to Costco.

Costco beat out In-N-Out Burger and Chick-fil-A to head up the top three.

The just-published Halo 100 list is the inaugural edition and highlights excellence in delivering experiences that customers want to have, Forbes stated, measuring how well and how responsibly brands are serving their customers in the United States.

Forbes partnered with HundredX, a Dallas-based data and analytics company that has developed what the publisher describes as an innovative way of collecting customer experience feedback. Consumers selected up to 75 brands that mattered to them from more than 2,000 options and shared their opinions and experience with the banners.

Costco came in first but it wasn’t the only retailer ranked:

  • Publix, #4
  • Trader Joe’s, #5
  • Nordstrom, #11
  • Target, #16
  • HomeGoods, #17
  • Bath & Body Works, #18
  • H-E-B, #19
  • Stater Bros., #35
  • Amazon, #42,
  • Ulta Beauty, #44
  • Barnes & Noble, #46
  • Sprouts Farms Market, #49
  • Sam’s Club, #50
  • Bass Pro, #54
  • WinCo Foods, #75
  • L.L. Bean, #76
  • Kroger, #86
  • Ace Hardware, #97
  • DSW, #99

Several housewares brands, or brands that have significant housewares components, made the list including KitchenAid, #21, Kate Spade, #69, Rubbermaid, #84 and Tupperware, #91.

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