I'd call it a value stock. I invested a while ago specifically after having realized how good the foundations of that company are. How happy the customers are,

I'd call it a value stock. I invested a while ago specifically after having realized how good the foundations of that company are. How happy the customers are, how happy are the employees and how great PR they have. The most surprising is how Kirkland clothing had been picked-up by the street wear communities. From my observation, this only really happens to "good" companies that we, the older generation, would thought of boring.