===============================================================================
 
                      SECURITIES AND EXCHANGE COMMISSION
                            Washington, D.C. 20549
 
                               ----------------
 
                           SCHEDULE 14A INFORMATION
 
               Proxy Statement Pursuant to Section 14(a) of the
                        Securities Exchange Act of 1934
 
Filed by the Registrant [X]
 
Filed by a Party other than the Registrant [_]
 
Check the appropriate box:
                                          
[_] Preliminary Proxy Statement           [_] Confidential, for Use of the    
                                              Commission Only (as permitted by
[X] Definitive Proxy Statement                Rule 14a-6(e)(2))

[_] Definitive Additional Materials
 
[_] Soliciting Material Pursuant to Rule 14a-11(c) or Rule 14a-12
 
                               COST-U-LESS, INC.
- -------------------------------------------------------------------------------
               (Name of Registrant as Specified in Its Charter)

 
- -------------------------------------------------------------------------------
    (Name of Person(s) Filing Proxy Statement, if other than the Registrant)
 
Payment of Filing Fee (Check the appropriate box):
 
[X]  No Fee Required
 
[_]  Fee computed on table below per Exchange Act Rules 14a-6(i)(4) and 0-11
 
                           CALCULATION OF FILING FEE
=============================================================================
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each class                         Per unit price or
    of                              other underlying     Proposed
securities                        value of transaction   maximum
 to which    Aggregate number of  computed pursuant to  aggregate
transaction  securities to which      Exchange Act       value of   Total Fee
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[_] Fee paid previously with preliminary materials.
 
_____________________________________________________________________________
 
[_] Check]box if any part of the fee is offset as provided by Exchange Act Rule
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    (4) Date Filed: _________________________________________________________

=============================================================================== 

 
                          [LOGO OF COST-U-LESS, INC.]
 
April 7, 1999
 
Dear Cost-U-Less, Inc. Shareholders:
 
  I am pleased to invite you to the Cost-U-Less Annual Meeting of
Shareholders. The meeting will be at 10:00 a.m. on Thursday, May 20, 1999 at
the WestCoast Bellevue Hotel (Tamarack Room), 625 116th Ave. N.E., Bellevue,
Washington.
 
  At the meeting, you will have the opportunity to elect two directors to the
Cost-U-Less Board of Directors. You will also have the opportunity to vote
upon a proposal to ratify the appointment of Ernst & Young LLP as independent
auditors for Cost-U-Less, and transact any other business properly presented
at the meeting. In addition, you will have the opportunity to hear what has
happened in our business in the past year and to ask questions. You will find
other detailed information about Cost-U-Less and our operations, including our
audited financial statements, in the enclosed 1998 Annual Report to
Shareholders.
 
  We hope you can join us on May 20. Whether or not you can attend, please
read the enclosed Proxy Statement. When you have done so, please mark your
votes on the enclosed proxy card, sign and date the proxy card, and return it
to us in the enclosed envelope. Your vote is important, so please return your
proxy card promptly.
 
                                          Sincerely,
 
                                          /s/ Allan C. Youngberg
                                          Allan C. Youngberg
                                          Secretary

 
                               COST-U-LESS, INC.
                            12410 S.E. 32nd Street
                          Bellevue, Washington 98005
 
                               ----------------
 
                   NOTICE OF ANNUAL MEETING OF SHAREHOLDERS
                       To Be Held Thursday, May 20, 1999
 
                                                                  April 7, 1999
 
Dear Cost-U-Less Shareholders:
 
  On Thursday, May 20, 1999, Cost-U-Less, Inc. will hold its Annual Meeting of
Shareholders at the WestCoast Bellevue Hotel (Tamarack Room), 625 116th Ave.
N.E., Bellevue, Washington. The Annual Meeting will begin at 10:00 a.m. Only
shareholders that owned stock at the close of business on March 20, 1999 can
vote at this meeting or any adjournments that may take place. At the Annual
Meeting we will ask you to:
 
  .  Elect two directors to hold office for the term as described in the
     attached Proxy Statement;
 
  .  Ratify the appointment of Ernst & Young LLP as our independent auditors;
     and
 
  .  Transact any other business properly presented at the meeting.
 
  Your Board of Directors recommends that you vote in favor of the two
proposals outlined in this Proxy Statement.
 
  At the meeting we will also report on the 1998 business results of Cost-U-
Less and other matters of interest to shareholders.
 
  To assure your representation at the Annual Meeting, you are urged to
complete, sign, date, and return the enclosed proxy card as soon as possible
in the enclosed postage prepaid envelope. Your stock will be voted in
accordance with the instructions you give on your proxy card. You may, of
course, attend the Annual Meeting and vote in person even if you have
previously returned your proxy card.
 
  The approximate date of mailing for this Proxy Statement and accompanying
proxy card is April 7, 1999.
 
                                          By Order of the Board of Directors,
 
                                          /s/ Allan C. Youngberg
                                          Allan C. Youngberg
                                          Secretary
 
 
   Please note that attendance at the Annual Meeting will be limited to
 shareholders as of the record date, or their authorized representatives,
 and guests of Cost-U-Less.

 
                               COST-U-LESS, INC.
 
                               ----------------
 
                                PROXY STATEMENT
 
                               ----------------
 
                INFORMATION CONCERNING SOLICITATION AND VOTING
 
General
 
  The Board of Directors of Cost-U-Less, Inc. is sending you this Proxy
Statement in connection with its solicitation of proxies for use at the Cost-
U-Less 1999 Annual Meeting of Shareholders. The Annual Meeting will be held at
the WestCoast Bellevue Hotel (Tamarack room), 625 116th Ave. N.E., Bellevue,
Washington, on Thursday, May 20, 1999 at 10:00 a.m. Cost-U-Less intends to
give or mail to shareholders definitive copies of this Proxy Statement and
accompanying proxy card on or about April 7, 1999.
 
Record Date and Outstanding Shares
 
  Only those shareholders that owned common stock at the close of business on
March 20, 1999, the record date for the Annual Meeting, can vote. At that
date, there were 3,539,961 issued and outstanding shares of common stock.
 
Quorum
 
  A quorum for the Annual Meeting is a majority of the outstanding shares of
common stock entitled to vote and present, whether in person or by proxy, at
the Annual Meeting.
 
Revocability of Proxies
 
  If you give your proxy to Cost-U-Less, you have the power to revoke it at
any time before it is exercised. Your proxy may be revoked by:
 
  .  notifying the Secretary of Cost-U-Less in writing before the Annual
     Meeting;
 
  .  delivering to the Secretary of Cost-U-Less before the Annual Meeting a
     signed proxy with a later date; or
 
  .  attending the Annual Meeting and voting in person.
 
Voting
 
  You are entitled to one vote for each share of common stock you hold. For
the proposal to elect directors, the two directors who receive the greatest
number of affirmative votes cast by holders of common stock present, in person
or by proxy, and entitled to vote at the Annual Meeting, will be elected to
the Board. You are not entitled to cumulate votes in the election of
directors. The proposal to ratify the appointment of Ernst & Young LLP as our
independent auditors will be approved if the number of votes cast in favor of
the proposal by holders of common stock present, in person or by proxy, and
entitled to vote at the Annual Meeting, exceeds the number of votes cast
against it. Abstentions from voting will have no effect on these proposals
since they will not represent votes cast at the Annual Meeting for the purpose
of voting on such proposals.
 
  If your shares are represented by proxy, they will be voted in accordance
with your directions. If your proxy is signed and returned without any
direction given, your shares will be voted in accordance with our
recommendations. Cost-U-Less is not aware, as of the date of this Proxy
Statement, of any matters to be voted on at the Annual Meeting other than as
stated in the Proxy Statement and the accompanying Notice of Annual Meeting of
Shareholders. If any other matters are properly brought before the Annual
Meeting, the enclosed proxy gives discretionary authority to the persons named
in it to vote the shares in their best judgment.
 
  Brokers who hold shares for the accounts of their clients may vote such
shares either as directed by their clients or in their own discretion if
permitted by the stock exchange or other organization of which they are
 
                                       1

 
members. Members of the New York Stock Exchange are permitted to vote their
clients' proxies in their own discretion as to the election of directors if
their clients have not furnished voting instructions within ten days of the
meeting. Under the exchange rules, certain matters other than the election of
directors are "non-discretionary" and brokers who have received no
instructions from their clients do not have discretion to vote on those items.
When brokers vote proxies on some but not all of the proposals at a meeting,
the missing votes are referred to as "broker non-votes." Broker non-votes are
included in determining the presence of a quorum at the meeting, but they are
not considered "shares present" for voting purposes and have no impact on the
outcome of such proposals, other than to reduce the number of favorable votes
necessary to approve the proposal. Brokers do have discretion to vote on
Proposal 1 (election of directors) and Proposal 2 (ratification of appointment
of Ernst & Young LLP as our independent auditors) and, accordingly, there will
be no broker non-votes on these proposals.
 
Solicitation of Proxies
 
  Proxies will be solicited by certain of the directors, officers and regular
employees of Cost-U-Less, without payment of any additional compensation to
them. Proxies will be solicited by personal interview, mail and telephone. Any
costs relating to such solicitation of proxies will be borne by Cost-U-Less.
In addition, Cost-U-Less may reimburse brokerage firms and other persons
representing beneficial owners of shares of common stock for their expenses in
forwarding solicitation materials to such beneficial owners.
 
                       PROPOSAL 1: ELECTION OF DIRECTORS
 
  In accordance with the Bylaws of Cost-U-Less, the Board of Directors has
fixed the number of Directors constituting the Board at seven. Directors
generally are elected for three-year terms, and the Board is divided into
three classes, with one class of Directors elected to a three-year term at
each annual meeting of shareholders. Five of the Directors are serving terms
that continue beyond the 1998 Annual Meeting. Of the continuing Directors, two
are serving terms that will not expire until the 2000 Annual Meeting of
Shareholders and three are serving terms that will not expire until the 2001
Annual Meeting of Shareholders. At the Annual Meeting, two Directors will be
elected to hold office until the 2002 Annual Meeting of Shareholders, or until
their respective successors are elected and qualified.
 
  The Board of Directors has proposed that the following nominees be elected
at the Annual Meeting: David A. Enger and Gary W. Nettles. Messrs. Enger and
Nettles will be elected for three-year terms. Unless otherwise instructed,
persons named in the accompanying proxy will vote for these nominees. Although
Cost-U-Less anticipates that these nominees will be available to serve as
directors, should either of them not accept the nomination, or otherwise be
unable to serve, the proxies will have discretionary authority to vote for a
substitute nominee.
 
  The Board of Directors recommends a vote "FOR" approval of this proposal.
 
Nominees for the Board of Directors
 
  David A. Enger has been a Director of Cost-U-Less since 1993. Mr. Enger has
served since 1992 as Executive Vice President of Keener's, Inc. dba K&N Meats
("Keener's"), one of the Northwest's largest distributors of fresh foods. In
1990, Mr. Enger founded the Business & Banking Institute, where he currently
engages in business and banking consulting and training. From 1980 to 1990,
Mr. Enger served as a principal of Management Advisory Services, Inc., a
business and banking consulting firm which he co-founded in 1980. From 1976 to
1980, Mr. Enger was a vice president of Seafirst Bank. Mr. Enger serves as a
director of Keener's, Colmac Industries, Inc., a dry-cleaning equipment
manufacturer, and Colmac Coil Manufacturing, Inc., a heating and air-
conditioning coils manufacturer.
 
  Gary W. Nettles has been a Director of Cost-U-Less since 1996. Mr. Nettles
is a certified public accountant and President of Guchereau & Nettles, an
accounting firm located in Costa Mesa, California, where he has worked since
1987.
 
                                       2

 
Continuing Directors Until 2000
 
  Wayne V. Keener has been a Director of Cost-U-Less since 1989. Since 1960,
Mr. Keener has been the President and Chief Executive Officer of Keener's, of
which he has been a 50% owner since 1989. Mr. Keener serves as a director of
both the National Meat Association and the North American Meat Association.
 
  George C. Textor has been a Director of Cost-U-Less since January 1998. Mr.
Textor is a general partner of Capstan Partners, a Seattle-based private
equity investment fund which he co-founded in 1988. From 1982 to 1988, Mr.
Textor was a founding general partner of Cable Howse & Ragen (now Ragen
MacKenzie Group Incorporated), an investment banking and brokerage firm
located in the Pacific Northwest. Mr. Textor serves as a director of Pyramid
Breweries, Inc., a public company that makes specialty beers.
 
Continuing Directors Until 2001
 
  Ashley Emberson-Bain has been a Director of Cost-U-Less since August 1998.
Mr. Emberson-Bain has served since 1986 in a variety of management, investment
and staff positions with Commonwealth Development Corporation ("CDC"), a
development finance institution of the U.K. government. Since 1997, Mr.
Emberson-Bain has been the Chief Executive Officer and Managing Director of
Pacific Capital Partners, a venture capital firm based in Papua New Guinea
that manages the Kula Fund, an affiliate of CDC. Mr. Emberson-Bain has also
served since 1995 as the Regional Manager, Pacific Islands of CDC.
 
  Donald L. Gevirtz has been a Director of Cost-U-Less since January 1998.
Since 1996, Mr. Gevirtz has served as the director of the Gevirtz Research
Center, a nonprofit organization involved in educational outreach projects.
Mr. Gevirtz served as U.S. Ambassador to the Republic of Fiji, the Kingdom of
Tonga, the Republic of Nauru and the Republic of Tuvalu from 1996 through
1997. From 1970 to 1996, Mr. Gevirtz served as Chairman of the Board and Chief
Executive Officer of the Foothill Group, Inc., a public company engaged in
banking services, which was sold to Norwest Bank Corporation in 1995.
 
  Michael J. Rose is the founder, Chairman of the Board, President and Chief
Executive Officer of Cost-U-Less. Prior to 1992, Mr. Rose was President and a
50% shareholder of Rose-Chamberlin Inc., a brokerage company founded in 1985,
which acted as a manufacturers' representative and sold merchandise primarily
to Costco Companies, Inc.
 
Information on Meetings and Committees of the Board of Directors
 
  During the last fiscal year there were three meetings of the Board of
Directors. All incumbent directors except Mr. Emerson-Bain attended at least
75% of the Board meetings held. All incumbent directors attended at least 75%
of the meetings held by all committees on which they served.
 
  The Board maintains an Audit Committee and a Compensation Committee.
 
  The Audit Committee, currently composed of Messrs. Enger, Keener and Textor,
is responsible, among other things, for recommending the selection of
certified public accountants to the Board of Directors, reviewing the scope
and results of audits, reviewing the accounting policies and procedures of
Cost-U-Less and reviewing systems of internal controls. During the past year,
there were three Audit Committee meetings.
 
  The Compensation Committee, currently composed of Messrs. Nettles
(Chairman), Enger, Gevirtz, Keener and Textor, is responsible for, among other
things, recommending to the Board of Directors the adoption and amendment of
employee benefit plans and arrangements and the engagement of, and terms of
any employment agreements and arrangements with, and terminations of, all
corporate executive officers. During the past year, there were three
Compensation Committee meetings.
 
                                       3

 
Compensation of Directors
 
  Directors of Cost-U-Less are paid $1,000 for each Board of Directors meeting
attended and $250 for each committee meeting attended, including attendance at
meetings of subcommittees of which they are not members. Cost-U-Less also
reimburses directors for travel expenses in attending meetings. Cost-U-Less
has granted nonqualified stock options to its directors pursuant to individual
director stock option agreements. Directors have generally been granted a 10-
year, immediately exercisable option to purchase 10,331 shares of common stock
at an exercise price equal to the fair market value of the underlying shares,
and a 10-year option to purchase 2,951 shares of common stock at an exercise
price equal to the fair market value of the underlying shares, vesting ratably
over a five-year period. In April 1997, the Board of Directors granted Michael
J. Rose a 10-year, immediately exercisable option to purchase 10,331 shares of
common stock at an exercise price of $10.16 per share, and a 10-year option to
purchase 2,951 shares of common stock at an exercise price of $10.16 per
share, which became fully vested on August 1, 1998. In January 1998, Cost-U-
Less granted Donald L. Gevirtz a 10-year, immediately exercisable option to
purchase 88,554 shares of common stock at an exercise price of $7.62 per
share.
 
  In October 1998, Cost-U-Less offered directors with options having exercise
prices greater than $7.00 per share the opportunity to surrender those options
and receive new options with an exercise price of $7.00 per share. With the
exception of the exercise price and a delay in vesting of six months, the
terms of the new options are identical to the terms of the old options. All
directors elected to exchange their options under this repricing program. All
options surrendered were reissued under the Cost-U-Less 1998 Stock Incentive
Compensation Plan.
 
  Cost-U-Less intends that all future option grants to directors will be made
pursuant to the Cost-U-Less 1998 Stock Incentive Compensation Plan.
 
         PROPOSAL 2: RATIFICATION OF APPOINTMENT OF ERNST & YOUNG LLP
                  AS THE INDEPENDENT AUDITORS OF COST-U-LESS
 
  The Board unanimously recommends that you vote "FOR" the ratification of the
appointment of Ernst & Young LLP as the independent auditors of Cost-U-Less
for 1999. Ernst & Young has audited the accounts of Cost-U-Less and its
subsidiaries since 1996. Representatives of Ernst & Young are expected to
attend the Annual Meeting and will have the opportunity to make a statement
and to respond to appropriate questions from shareholders. In the event this
ratification of the appointment of Ernst & Young is not approved by a majority
of the votes cast, the selection of other auditors will be considered and
determined by the Board of Directors. The Board of Directors has unanimously
approved the appointment of Ernst & Young as auditors for Cost-U-Less and its
subsidiaries.
 
  The Board of Directors recommends a vote "FOR" approval of this proposal.
 
                                       4

 
        SECURITY OWNERSHIP OF CERTAIN BENEFICIAL OWNERS AND MANAGEMENT
 
  The following table sets forth as of March 1, 1999, certain information
regarding the beneficial ownership of Cost-U-Less common stock by
 
  .  each person known by Cost-U-Less to own beneficially 5% or more of our
     common stock;
 
  .  each director and nominee for director of Cost-U-Less;
 
  .  each executive officer of Cost-U-Less for whom compensation information
     is given in the Summary Compensation Table in this Proxy Statement, and
 
  .  all directors and executive officers as a group.
 
  To the knowledge of Cost-U-Less, the beneficial owners listed below have
sole voting and investment power with respect to the shares shown as
beneficially owned.
 


                                                 Outstanding Shares
                                                  of Common Stock   Percent of
                Beneficial Owner                 Beneficially Owned   Class
                ----------------                 ------------------ ----------
                                                              
Michael J. Rose(2)..............................       608,982         16.9%
 c/o Cost-U-Less, Inc.
 12410 S.E. 32nd Street
 Bellevue, WA 98005
 
The Kula Fund(3)................................       357,000          9.8
 P.O. Box 188, Port Moresby
 Papua New Guinea
 
Wayne V. Keener(4)..............................       224,633          6.3
 P.O. Box 897
 Renton, WA 98057
 
Gary W. Nettles(5)..............................        58,285          1.6
 
Allan C. Youngberg(6)...........................        47,932          1.3
 
David A. Enger(7)...............................         2,951           *
 
All directors and executive officers as a group
 (8 persons)(8).................................     1,299,783         34.4%

- --------
 *  Less than 1% of the outstanding shares of common stock.
(1) Beneficial ownership is determined in accordance with rules of the
    Securities and Exchange Commission and includes shares over which the
    indicated beneficial owner exercises voting and/or investment power.
    Shares of common stock subject to options currently exercisable or
    exercisable within 60 days are deemed outstanding for computing the
    percentage ownership of the person holding the options but are not deemed
    outstanding for computing the percentage ownership of any other person.
(2) Includes 12,077 shares held by the Michael J. Rose Childrens' Trust dated
    January 6, 1992, 32,470 shares held by the Michael J. Rose Trust for
    Children and Grandchildren, and 69,366 shares subject to a warrant and to
    options exercisable within 60 days of March 1, 1999. Mr. Rose disclaims
    beneficial ownership of the shares held in trust.
(3) Includes 117,000 shares subject to a warrant exercisable within 60 days of
    March 1, 1999.
(4) Includes 221,387 shares held by Keener's and 2,951 shares subject to
    options exercisable within 60 days of March 1, 1999. Mr. Keener has sole
    voting and investment power with respect to the shares held by Keener's.
(5) Includes 11,807 shares held by the Alyce Christene Gangwish Irrevocable
    Trust of 1995, 27,477 shares held by The Lenz Educational Partnership,
    8,855 shares held by the Brittney Elizabeth Lenz Irrevocable Trust of
    1995, and 8,855 shares held by the Cody Allan Lenz Irrevocable Trust of
    1995 (for each of which Mr. Nettles acts as Co-Trustee), 700 shares held
    by Guchereau & Nettles SEP and 591 shares subject to options exercisable
    within 60 days of March 1, 1999.
(6) Includes 42,800 shares subject to options exercisable within 60 days of
    March 1, 1999.
(7) Represents 2,951 shares subject to options exercisable within 60 days of
    March 1, 1999.
(8) Includes 235,659 shares subject to warrants and options exercisable within
    60 days of March 1, 1999. Includes shares and a warrant held by the Kula
    Fund, which is managed by a venture capital firm for which Mr. Emberson-
    Bain serves as Chief Executive Officer and Managing Director.
 
                                       5

 
                              EXECUTIVE OFFICERS
 
  The following persons are executive officers of Cost-U-Less who will serve
in the capacities noted until May 20, 1999, or until the election and
qualification of their successors. Each officer named below is expected to be
re-elected at the Board meeting to be held on May 20, 1999.
 


                               Positions and Offices With Cost-U-    Officer
           Name           Age                 Less                    Since
           ----           ---  ----------------------------------    -------
                                                            
 Michael J. Rose......... 48  Chairman of the Board, President and    1992
                               Chief Executive Officer
 
 Allan C. Youngberg...... 46  Executive Vice President, Chief         1993
                               Financial Officer, Secretary and
                               Treasurer

 
  For a biographical summary of Mr. Rose, see "PROPOSAL 1: ELECTION OF
DIRECTORS."
 
  Allan C. Youngberg has been Executive Vice President, Chief Financial
Officer, Secretary and Treasurer of Cost-U-Less since January 1993. Prior to
joining Cost-U-Less, Mr. Youngberg was President and a 50% shareholder of
Youngberg & Schumacher, P.S., a certified public accounting firm in Bellevue,
Washington, which Mr. Youngberg founded in 1984 and sold in December 1992. Mr.
Youngberg is a Certified Public Accountant.
 
                            EXECUTIVE COMPENSATION
 
Summary Compensation Table
 
  The following table sets forth certain compensation information as to (1)
the Chief Executive Officer of Cost-U-Less and (2) the next most highly
compensated executive officer (the "Named Executive Officers") for services
rendered in all capacities for Cost-U-Less during the fiscal years ended
December 26, 1997 and December 27, 1998.
 


                                                     Long-Term
                                     Annual        Compensation
                                  Compensation        Awards
                                ---------------- -----------------  All Other
    Name and Principal                    Bonus  Shares Underlying Compensation
         Position          Year  Salary  ($)(1)     Options (#)       ($)(2)
    ------------------     ---- -------- ------- ----------------- ------------
                                                    
Michael J. Rose........... 1998 $250,000 $37,000      28,041          $5,860
 Chairman of the Board,    1997  220,000  22,600      13,282           8,102
  President and Chief      
 Executive Officer
 
Allan C. Youngberg........ 1998 $175,000 $28,900      14,758          $3,960
 Executive Vice President, 1997  160,000  16,500         --            3,293
  Chief Financial Officer,
  Secretary and Treasurer

- --------
(1) Represents bonuses paid pursuant to the Cost-U-Less Manager Bonus Program.
 
(2) Consists of matching contributions to the Cost-U-Less 401(k) profit-
    sharing plan of $677 and $2,375 to Mr. Rose and $2,500 and $2,375 to Mr.
    Youngberg in 1998 and 1997, respectively; payments of life insurance
    premiums of $1,183 and $1,227 to Mr. Rose and $1,460 and $918 to Mr.
    Youngberg in 1998 and 1997, respectively; and director's fees of $4,000
    and $4,500 paid to Mr. Rose in 1998 and 1997, respectively.
 
Option Grants in Fiscal 1998
 
  The following table sets forth certain information regarding options granted
during the fiscal year ended December 27, 1998 to the Named Executive
Officers.



                                                                                            Potential
                                                                                         Realizable Value
                                                                                            at Assumed
                                                                                         Annual Rates of
                                                                                           Stock Price
                                                                                         Appreciation for
                                                Individual Grants                         Option Term(4)
                         --------------------------------------------------------------- ----------------
                                                Percent of Total
                               Number of        Options Granted    Exercise
                         Securities Underlying    to Employees      Price     Expiration
          Name           Options Granted (#)(1)  in Fiscal Year  ($/Share)(2)  Date(3)   5% ($)  10% ($)
          ----           ---------------------- ---------------- ------------ ---------- ------- --------
                                                                               
Michael J. Rose.........         28,041               10.2%         $7.00      12/15/08  $43,511 $185,551
Allan C. Youngberg......         14,758                5.4%         $7.00      12/15/08  $22,900 $ 97,656

- --------
 
                                       6

 
(1) Represents shares subject to options granted pursuant to a repricing
    program approved by the Compensation Committee on October 21, 1998. Does
    not reflect shares subject to options granted in 1998 but subsequently
    surrendered pursuant to the option repricing program. Please see "Option
    Repricing" and "Report on Option Repricing."
 
(2) The exercise price of the options is equal to the price of the common
    stock in the Company's initial public offering on July 23, 1998.
 
(3) All options granted in 1998 terminate 10 years from the date of grant.
 
(4) The future values of current year grants assume appreciation of 5% and 10%
    per year over the 10-year option period, as required by applicable
    regulations of the Securities and Exchange Commission and, therefore, are
    not intended to forecast possible future appreciation, if any, of the
    common stock price. The actual values realized depends on the future
    performance of the common stock and overall market conditions, and may be
    greater or less than the potential realizable values set forth in the
    table.
 
Option Exercises in Fiscal 1998 and Year-End Values
 
  The following table sets forth certain information as of December 27, 1998
regarding options held by the Named Executive Officers.


                                                          Number of
                                                    Securities Underlying     Value of Unexercised
                           Shares                  Unexercised Options at    In-the-Money Options at
                         Acquired on                 Fiscal Year-End (#)     Fiscal Year-End ($)(1)
                          Exercise      Value     ------------------------- -------------------------
          Name               (#)     Realized ($) Exercisable Unexercisable Exercisable Unexercisable
          ----           ----------- ------------ ----------- ------------- ----------- -------------
                                                                      
Michael J. Rose.........     --          $0.0       68,776       25,680      $141,464       $0.0
Allan C. Youngberg......     --           0.0       41,324       10,331      $ 76,377       $0.0

- --------
(1) Amounts equal the closing price of the common stock on December 27, 1998
    ($5.25 per share), less the option exercise price, multiplied by the
    number of shares exercisable or unexercisable.
 
Option Repricing
 
  The following table provides information on the repricing of options held by
the Named Executive Officers during fiscal year 1998. All options surrendered
were reissued under the 1998 Stock Incentive Compensation Plan. In December
1996, an option grant for 7,379 shares to Allan Youngberg was repriced from
$16.94 to $8.46 under a repricing offer to all officers, directors and
employees that had options with exercise prices in excess of $10.16 to receive
grants identical to the original grants except for the lower exercise prices.
Cost-U-Less has not repriced any options held by any executive officers during
the past 10 years, other than the December 1996 repricing and those described
below.
 


                                          Number of  Market Price Exercise                Length Of
                                          Securities of Stock at  Price At    New    Original Option Term
                                          Underlying   Time Of     Time Of  Exercise  Remaining At Date
          Name                 Date        Options    Repricing   Repricing Price(1)     Of Repricing
          ----           ---------------- ---------- ------------ --------- -------- --------------------
                                                                   
Michael J. Rose......... October 21, 1998    2,951      $4.375     $10.16    $7.00        8.5 years
Michael J. Rose......... October 21, 1998   10,331      $4.375     $10.16    $7.00        8.5 years
Michael J. Rose......... October 21, 1998   14,759      $4.375     $ 8.46    $7.00        9.3 years
Allan C. Youngberg...... October 21, 1998    7,379      $4.375     $ 8.46    $7.00        5.8 years
Allan C. Youngberg...... October 21, 1998    7,379      $4.375     $ 8.46    $7.00        9.3 years

 
- --------
(1) Options granted on October 21, 1998 have an exercise price equal to the
    price of the common stock in the Company's initial public offering on July
    23, 1998.
 
                                       7

 
Report on Option Repricing
 
  On October 21, 1998, the Compensation Committee of the Board of Directors,
in an action ratified by the Board of Directors, approved a program that
allowed officers, directors and employees of Cost-U-Less to exchange options
with exercise prices greater than $7.00 for new options with an exercise price
of $7.00 per share, the price of the common stock offered in the initial
public offering on July 23, 1998. New options will vest according to the
vesting schedule for the original options, except that options granted to
officers and directors cannot be exercised during a six-month blackout period
from December 15, 1998 to June 15, 1999, and are also subject to a six-month
delay in vesting. New options will expire 10 years after the date of exchange
and were granted as nonqualified stock options. All options surrendered were
reissued under the Cost-U-Less 1998 Stock Incentive Compensation Plan.
 
  Immediately prior to the date of the repricing program on October 21, 1998,
options to purchase a total of 443,012 shares were outstanding. Pursuant to
the repricing program, options to purchase a total of 266,648 shares were
exchanged for new options. The Named Executive Officers exchanged a total of
42,799 option shares in the program. See "Executive Compensation--Option
Repricing."
 
  Before implementation of the repricing program, approximately 60% of all
granted and outstanding options had exercise prices greater than the then-
current market price of the common stock ($4.50 as of October 20, 1998). Due
to the significant percentage of "out of the money" options, the Compensation
Committee and the Board of Directors believed that the retention value of the
outstanding grants was significantly diminished and that the repricing program
was critical to the ability of Cost-U-Less to attract, retain and motivate
employees necessary for the long-term success of Cost-U-Less. The Compensation
Committee approved the repricing program as a means of ensuring that optionees
will continue to have meaningful equity incentives to work toward the success
of Cost-U-Less. These adjustments were deemed by the Compensation Committee to
be in the best interests of Cost-U-Less and its shareholders. Furthermore, to
balance the benefits derived from the retention value of the outstanding
grants and the recent sales of shares at $7.00 per share in the initial public
offering in July 1998, the Committee concluded that the grant price per share
should not be less than $7.00, even though the market value was $4.50 on
October 20, 1998.
 
                                          Compensation Committee
 
                                          Gary W. Nettles (Chairman)
                                          David A. Enger
                                          Donald L. Gevirtz
                                          Wayne V. Keener
                                          George C. Textor (As of February 23,
                                           1999)
 
Compensation Committee Interlocks and Insider Participation
 
  The Compensation Committee is currently composed of Messrs. Nettles
(Chairman), Enger, Gevirtz, Keener and Textor. No executive officer of Cost-U-
Less serves as a member of the compensation committee or board of directors of
any entity that has one or more executive officers serving as a member of the
Cost-U-Less Compensation Committee or Board of Directors.
 
                                       8

 
        REPORT ON EXECUTIVE COMPENSATION BY THE COMPENSATION COMMITTEE
 
  The compensation policy of Cost-U-Less as established by the Board of
Directors is intended to provide competitive compensation to all employees,
giving consideration to the relative contribution and performance of each
employee on an individual basis. It is the Cost-U-Less policy to compensate
its executive officers at levels consistent with industry norms, primarily in
the form of base salary, together with incentive bonuses. In addition, it is
the Cost-U-Less policy to grant stock options to each of its executive
officers to align their interests with shareholder value.
 
  Determining the compensation of executive officers of Cost-U-Less is the
responsibility of the Board of Directors, through the Compensation Committee,
which has overall responsibility for compensation policies for senior
management. The Compensation Committee makes recommendations to the Board of
Directors as to the salaries of, and incentive bonuses awarded to, the Chief
Executive Officer and the Chief Financial Officer.
 
  Executive compensation consists of three major components: base salary,
annual incentive bonuses and stock options. The determination of base salaries
of the Chief Executive Officer and the Chief Financial Officer is based on
assessments of individual performance and achievement of predetermined
operating goals that are established annually by the Board of Directors.
Assessments of individual performance include objective standards and
subjective evaluations of the value of individual executives. The Compensation
Committee meets early in the year to determine the annual salary component of
executive compensation to be paid during the calendar year. In the case of Mr.
Rose, the Chief Executive officer, the Compensation Committee established a
1998 base salary of $250,000. The Compensation Committee established a 1998
base salary of $175,000 for Mr. Youngberg, the Chief Financial Officer, after
considering the additional responsibilities of the Chief Financial Officer,
primarily resulting from sharing of Chief Operating Officer responsibilities
with Mr. Rose.
 
  Cash incentive bonus compensation to be awarded the executive officers is
administered through the Manager Bonus Program. This program treats executive
officers the same as all other key managers of Cost-U-Less. Early in 1998, the
Compensation Committee approved a bonus of 9% of "Adjusted" net income to be
paid before March 31, 1999 to participants in the Manager Bonus Program
provided that at least 80% of the "Adjusted" net income goal for 1998 is
achieved. "Adjusted" includes certain adjustments to pretax income as
determined by the Compensation Committee. Executive officers and managers
included in the Manager Bonus Program earn their bonus based upon their salary
as a percent of total salaries of participants in the Bonus Program. In 1998,
bonuses under the Bonus Program totaled $269,000, of which executive officers
received $65,900, or 24.5%.
 
  Options to purchase shares of Cost-U-Less common stock were granted to Mr.
Rose and Mr. Youngberg, as well as other employees, during 1998. The option
grants were undertaken pursuant to the Cost-U-Less 1998 Stock Incentive
Compensation Plan, initially implemented in 1998, wherein employees are
eligible to receive a grant of stock options dependent on individual
performance and position held. Under this plan, in 1998 Mr. Rose received
option grants to purchase 28,041 shares of stock at an exercise price of $7.00
per share, of which 13,282 shares were a result of a repricing of options
granted in earlier years. Mr. Youngberg received option grants to purchase
14,758 shares at an exercise price of $7.00 per share, of which 7,379 shares
were a result of a repricing of options granted in earlier years.
 
                                          Compensation Committee
 
                                          Gary W. Nettles (Chairman)
                                          David A. Enger
                                          Donald L. Gevirtz
                                          Wayne V. Keener
                                          George C. Textor (As of February 23,
                                           1999)
 
                                       9

 
                               PERFORMANCE GRAPH
 
  The graph below compares the cumulative total shareholder return on the
shares of common stock of Cost-U-Less during fiscal year 1998 (commencing on
July 23, 1998, the date on which Cost-U-Less became a publicly held
corporation) with the cumulative total return of the Nasdaq Stock Market Index
(US)(1) and the Nasdaq Retail Trade Stocks Index(2) over the same period
(assuming an investment of $100 in the common stock, stocks comprising The
Nasdaq Stock Market Index (US) and the stocks comprising the Nasdaq Retail
Trade Stocks Index on July 23, 1998, and the reinvestment of all dividends).
 
                       [PERFORMANCE GRAPH APPEARS HERE]
 
          COMPARISON OF CUMULATIVE TOTAL RETURNS SINCE JULY 23, 1998
     AMONG COST-U-LESS, INC., THE NASDAQ STOCK MARKET INDEX (US) AND THE
                      NASDAQ RETAIL TRADE STOCKS INDEX


                                Industry     Company
              Market Index      Index        Index
              ---------------   ---------    ----------
                                    
 7/23/98              100           100           100
 7/31/98            96.85         93.59         98.21
 8/31/98            77.86         69.39         76.79
 9/30/98            88.61         73.26         73.21
10/30/98            92.24          81.5         71.43
11/30/98           101.32         92.53          62.5
12/27/98            112.7         112.7            75

 
- --------
(1) The Nasdaq Stock Market Index (US) was prepared by the Center for Research
    in Security Prices and includes all U.S. Nasdaq Stock Market companies.
 
(2) The Nasdaq Retail Trade Stocks Index was prepared by the Center for
    Research in Security Prices and includes all U.S. and foreign companies
    quoted and traded on the Nasdaq that have a primary Standard Industrial
    (SIC) Code in any of the following ranges: 5200-5599, 5700-5799 or 5900-
    5999.
 
(3) Shareholder returns over the indicated period should not be considered
    indicative of future shareholder returns. The lines on the graph represent
    monthly index levels derived from compounded daily returns including all
    dividends.
 
                CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS
 
  Concurrent Reg. S Placement to Kula Fund. During 1997 and 1998, Cost-U-Less
discussed with CDC a range of potential business relationships. On July 23,
1998 these discussions concluded with the sale of 160,000 shares of common
stock to the Kula Fund in a private placement (the "Concurrent Reg. S
Placement") at a price of $7.00 per share, concurrent with the Company's
initial public offering, and the sale, for nominal consideration, of a warrant
to purchase 117,000 shares of common stock at an exercise price of $8.40 per
share. This warrant contains standard net issuance provisions (permitting the
holder to exchange the warrant for a lesser number of shares based on the
then-current market value of the common stock) and is exercisable at any time
until July 23, 2002. These transactions were structured to meet the
requirements of the exclusion from registration provided by Regulation S under
the Securities Act of 1933, as amended. In addition, Ashley Emberson-Bain, who
serves as the Chief Executive Officer and Managing Director of Pacific Capital
Partners, a venture firm affiliated with CDC, was appointed to the Board of
Directors of Cost-U-Less following the initial public offering.
 
  Gevirtz Option. In January 1998, Donald L. Gevirtz, a director of Cost-U-
Less, was granted a 10-year, immediately exercisable option to purchase up to
88,554 shares of common stock at an exercise price of $7.62
 
                                      10

 
per share in connection with his appointment to the Board of Directors. In
order to encourage Mr. Gevirtz to join the Board of Directors, the Board
granted him an option with a per share exercise price that was less than the
fair market value of the common stock on the date of grant. Cost-U-Less
therefore recognized a compensation expense of $75,000 in the first quarter of
fiscal 1998 in connection with this grant. In October 1998, Cost-U-Less
offered directors with options having exercise prices greater than $7.00 per
share the opportunity to surrender those options and receive new options with
an exercise price of $7.00 per share. With the exception of the exercise
price, a six-month blackout on exercise and a six-month delay in vesting, the
terms of the new options are identical to the terms of the old options.
 
  Streamline Capital Corporation. In December 1997, Cost-U-Less entered into
an investment banking agreement with Streamline Capital Corporation
("Streamline Capital"). The principal of Streamline Capital is Steven L.
Gevirtz, the son of Donald L. Gevirtz. The agreement provided for investment
banking services, including initiation and implementation of strategic
financing arrangements to fund expansion of Cost-U-Less. Pursuant to the
agreement, as modified in March 1998, Cost-U-Less paid to Streamline Capital a
total of $76,000 (including expenses) in connection with the Company's initial
public offering. Cost-U-Less believes that the terms of this transaction were
no less favorable to Cost-U-Less than those available from independent third
parties.
 
  Fiji Lease. In April 1998, Cost-U-Less entered into a 10-year lease
agreement with Westmall Limited, a Fiji limited liability company, to lease
premises for the store in Nadi, Fiji. Westmall Limited is partly owned (25%)
by Terence R. Buckley, Director of Pacific Expansion of Cost-U-Less. The
monthly lease payments are approximately $14,000. Cost-U-Less believes that
the terms of this transaction were no less favorable to Cost-U-Less than those
available from independent third parties.
 
  Employment of Gerald J. Rose. Gerald J. Rose, the brother of Michael J.
Rose, the Chief Executive Officer of Cost-U-Less, has been employed by Cost-U-
Less since January 1993. He currently serves as logistics manager for general
offshore operations of Cost-U-Less. He earned compensation of approximately
$72,000 in fiscal 1998.
 
  Purchases of Product From Beneficial Owner. Cost-U-Less has purchased
product from Keener's, a company that beneficially owns more than 5% of the
common stock and that is 50% owned by Wayne V. Keener, a director of Cost-U-
Less. David A. Enger, an Executive Vice President and director of Keener's, is
also a director of Cost-U-Less. Cost-U-Less purchased from Keener's
approximately $129,000 of product in fiscal 1998. Cost-U-Less believes that
the terms of these purchases were no less favorable to Cost-U-Less than those
available from independent third parties.
 
            SECTION 16(A) BENEFICIAL OWNERSHIP REPORTING COMPLIANCE
 
  Section 16(a) of the Securities Exchange Act of 1934, as amended, requires
the officers, directors and persons who own more than 10% of a registered
class of equity securities of Cost-U-Less to file reports of ownership and
changes in ownership with the Commission. Officers, directors and greater-
than-10% shareholders are required by Commission regulation to furnish Cost-U-
Less with copies of all Section 16(a) forms they file.
 
  Based solely on its review of the copies of such forms it received, or
written representations from certain reporting persons that no forms were
required for those persons, Cost-U-Less believes that during 1998 all filing
requirements required by Section 16(a) applicable to its officers, directors
and greater-than-10% beneficial owners were complied with by such persons.
 
                                      11

 
                        INDEPENDENT PUBLIC ACCOUNTANTS
 
  The Board has selected Ernst & Young LLP, certified public accountants, to
act as independent auditors of Cost-U-Less for the fiscal year ending December
26, 1999. Ernst & Young LLP has been the auditor of Cost-U-Less since 1996.
 
  A representative of Ernst & Young LLP is expected to be present at the
Annual Meeting, with the opportunity to make a statement, if the
representative so desires, and is expected to be available to respond to
appropriate questions from shareholders.
 
                 SHAREHOLDER PROPOSALS FOR 2000 ANNUAL MEETING
 
  Under the Commission's proxy rules, shareholder proposals that meet certain
conditions may be included in the proxy statement and proxy card for a
particular annual meeting. Shareholders that intend to present a proposal at
the 2000 Annual Meeting of Cost-U-Less must give notice of the proposal to
Cost-U-Less no later than December 9, 1999 to be considered for inclusion in
the proxy statement and proxy card relating to that meeting. Shareholders that
intend to present a proposal that will not be included in the proxy statement
and proxy card must give notice of the proposal to Cost-U-Less no fewer than
60 nor more than 90 days prior to the date of the 2000 Annual Meeting pursuant
to the Bylaws of Cost-U-Less. Cost-U-Less reserves the right to reject, rule
out of order, or take other appropriate action with respect to any proposal
that does not comply with these and other applicable requirements.
 
                                 OTHER MATTERS
 
  As of the date of this Proxy Statement, the Board does not intend to
present, and has not been informed that any other person intends to present,
any matters for action at the Annual Meeting other than the matters
specifically referred to in this Proxy Statement. If other matters properly
come before the Annual Meeting, it is intended that the holders of the proxies
will act with respect thereto in accordance with their best judgment.
 
  Copies of the Cost-U-Less 1998 Annual Report to Shareholders are being
mailed to shareholders, together with this Proxy Statement, form of Proxy and
Notice of Annual Meeting of Shareholders. Additional copies may be obtained
from the Secretary of Cost-U-Less, 12410 S.E. 32nd Street, Bellevue,
Washington, 98005.
 
  THE ANNUAL REPORT OF COST-U-LESS ON FORM 10-K FOR THE FISCAL YEAR ENDED
DECEMBER 27, 1998, AS FILED WITH THE SECURITIES AND EXCHANGE COMMISSION, IS
INCLUDED IN THE COST-U-LESS 1998 ANNUAL REPORT TO SHAREHOLDERS.
 
                                          BY ORDER OF THE BOARD OF DIRECTORS,
 
                                          /s/ Allan C. Youngberg
                                          Allan C. Youngberg
                                          Secretary
 
Bellevue, Washington
April 7, 1999
 
                                      12

 
                               COST-U-LESS, INC.


           This Proxy is solicited by the Board of Directors for the
                Annual Meeting of Shareholders -- May 20, 1999

The undersigned hereby appoint(s) Michael J. Rose and Allan C. Youngberg and
each of them as proxies, with full power of substitution, to represent and vote
as designated all shares of common stock of Cost-U-Less, Inc. held of record by
the undersigned on March 20, 1999 at the Annual Meeting of Shareholders of Cost-
U-Less to be held at the WestCoast Bellevue Hotel (Tamarack Room), 625 116th
Ave. N.E., Bellevue, Washington, at 10:00 a.m. on Thursday, May 20, 1999, with
authority to vote upon the matters listed below and with discretionary authority
as to any other matters that may properly come before the meeting or any
adjournment or postponement thereof.

(1)  ELECTION OF TWO DIRECTORS        
     Nominees:  David A. Enger and Gary W. Nettles                              
                                      
                          FOR the          WITHHOLD
                          Nominees       AUTHORITY to
                            [ ]          vote for the
                                           Nominees
                                             [ ]
 
(2)  RATIFY THE APPOINTMENT OF ERNST & YOUNG LLP AS THE INDEPENDENT AUDITORS OF
     COST-U-LESS

                    FOR             AGAINST             ABSTAIN
                    [ ]               [ ]                 [ ]

     WITHHOLD for the following only: (write the name of the nominee in the
     space below)


 
     ---------------------------------------------------------------------------
     unless otherwise directed, all votes will be apportioned equally among
     those persons for whom authority is given to vote

               IMPORTANT--PLEASE DATE AND SIGN ON THE OTHER SIDE

 
SHARES REPRESENTED BY THIS PROXY WILL BE VOTED AS DIRECTED BY THE SHAREHOLDER IN
THE SPACE PROVIDED.  IF NO DIRECTION IS GIVEN, THIS PROXY WILL BE VOTED "FOR THE
NOMINEES" IN ITEM 1 AND "FOR" ITEM 2.

The Board of Directors recommends a vote "FOR the Nominees" in Item 1 and "FOR"
Item 2.

                                       Date
                                            ------------------------------------
                                       Signature(s)
                                                   -----------------------------
                                       Date
                                            ------------------------------------
                                       Signature(s)
                                                   -----------------------------
                                       Please sign exactly as your name appears
                                       hereon. Attorneys, trustees, executors
                                       and other fiduciaries acting in a
                                       representative capacity should sign their
                                       names and give their titles. An
                                       authorized person should sign on behalf
                                       of corporations, partnerships,
                                       associations, etc. and give his or her
                                       title. If your shares are held by two or
                                       more persons, each person must sign.
                                       Receipt of the notice of meeting and
                                       proxy statement is hereby acknowledged.

                                       [ ]  I plan to attend the Annual Meeting