A fresh and vibrant new look will soon greet shoppers at Cost.U.Less Hilo as the popular discount retailer prepares to celebrate its 30th anniversary and become the first store in the international warehouse chain to debut updated companywide branding.
Upon arrival, customers will find a spruced-up parking lot with newly lined stalls, manicured landscaping and new exterior lighting. A completely refreshed building exterior with a new Cost.U.Less logo is the first visual cue of the new branding that customers will notice. Inside the store, customers will be welcomed with a refreshed color palette throughout and helpful, informative new signage that will make finding their favorite products easier. Additionally, investments to upgrade technology with new cash registers will make checking out more efficient.
One of the most exciting changes to modernize the space will be to the back of the store, which has been opened-up and redesigned to incorporate a larger selection of fresh/perishable products, including additional tables for fresh, local produce, a larger bakery, and new freezers and coolers for dairy and chilled/frozen goods. The Wine & Alcohol department has also been greatly expanded to offer a much wider selection of popular craft beer, liquor and fine wines.
“It has been an honor and a privilege to be part of the Hilo community since we opened in 1992 and we are very excited to unveil our refreshed brand here in Hawai‘i,” said Kevin Proctor, president of Cost.U.Less. “Our incredible employees are like family to us, as are the thousands of Big Island residents who choose to shop here for the great value and quality we offer. We hope they are as excited and proud of the new look of their Hilo store as we are.”
The rebranding also comes with a new tagline: Buy Bulk & Save. Over its 30 years in Hilo, Cost.U.Less has become a go-to local warehouse retailer for east-side shoppers, offering a wide variety of fresh grocery and general merchandise items residents depend on to run their households and businesses.
“We have come a long way since opening 30 years ago and it has been an exciting journey for all of us here in Hilo to see the new brand take shape and come to life,” said Mike Kelley, Cost.U.Less Hilo store manager, who has worked at the store since 1992. “We look forward to celebrating this momentous occasion with the community and welcoming everyone back with lots of aloha.”
Cost.U.Less Hilo will be holding a four-day rebrand launch celebration from August 25-28, 2022, with the public invited to join in on all the festivities. Kahu Danny Akaka, Jr. will conduct a traditional Hawaiian blessing prior to the store’s opening at 8 a.m. on Thursday, August 25.
Each day of the celebration will be themed as follows with entertainment happening between 8 a.m. and 6 p.m.
• Thursday, August 25 — Games and Giveaways Day
o Grocery-bag give away to first 50 customers, spin-the-wheel forprizes, face painting, store scavenger hunt, hula hoop contest for prizes, special performance by Mark Yamanaka, live DJ playing music, and guest emcee Nainoa Heffernan (a.k.a. Braddah Jeffrehhh)
• Friday, August 26 — Food Lovers Day
o ChefCook-off Contest featuring Chef Noah Hester (Puako Provisions & Catering) versus Chef Jeremy Van Kralingen (Ola Brew’s Hilo Tap Room), food and beverage sampling, special appearance by Miss Kona Coffee, live DJ playing music, free malasadas from Hawai‘i Lava Scones with minimum $50 purchase, lots of prizes, and guest emcee Nainoa Heffernan (a.k.a. Braddah Jeffrehhh)
- Saturday, August 27 — Music and Entertainment Day
o 30th anniversary celebration with live local music featuring Media Music, a live KBIG radio broadcast, special drumming performances by Hula Halau O Kahikilaulani and Puna Hongwanji Taiko, store scavenger hunt, and lots of prizes - Sunday, August 28 – Family Fun Day
- o Free entertainment, face painting balloon artist, complimentary food offerings (popcorn, cotton candy), special performances by the Hilo High School Viking Band and Halau Hula O Kou Lima Nani ‘E, free Shaka Shaved Ice with minimum $50 purchase, and prizes
Cost.U.Less shoppers will not want to miss out on the special in-store 30th Anniversary Sale starting on August 25, offering great deals on fresh grocery items, furniture, snacks, alcoholic and non- alcoholic beverages, household supplies and more. The sale will end on September 11.
Cost.U.Less Hilo is open daily, Monday through Friday, from 8:00 a.m. to 7:30 p.m.; Saturday from 8:00 a.m. to 6:30 p.m.; and Sunday from 8:00 a.m. to 6:00 p.m. Cost.U.Less Hilo is located at
715 Kino‘ole Street.