Costco, the renowned big-box retailer, is expanding its portfolio of precious metals with the introduction of Swiss-made platinum bars. Available on its website for $1,089.99, these 1-ounce bars feature the Roman goddess of prosperity, Lady Fortuna, and are aimed at collectors, with a Costco membership required for purchase.

The move follows the success of Costco's gold bar sales, which exceeded $100 million in the first quarter of 2023, as reported in the company's earnings. Earlier this year, the retailer also ventured into silver coins, priced at $675 each, with a limit of five per member and a non-refundable policy.

While gold has reached record highs in value, platinum has seen a more modest rise. However, Costco's strategy is less about sales volume and more about enhancing its "treasure hunt" brand image. The retailer is known for offering unexpected, limited-time items to entice shoppers.

Costco's founder once stated, "We try to create an attitude that, if you see it, you ought to buy it because chances are it ain’t going to be there next time. That’s the treasure-hunt aspect. We constantly buy that stuff and intentionally run out of it from time to time."

By adding platinum to its collection of precious metals, Costco continues to offer a diverse range of products, fostering a sense of urgency and excitement among its members.