The My Wife Quit Her Job Podcast With Steve Chou 615: How Montana Knife Company Hit 8 Figures On Shopify Without Amazon
Nov 12, 2025
Brandon Harahoe, VP of Montana Knife Company, shares insights into their success as a Made-in-USA brand thriving on Shopify without relying on Amazon. He discusses how they built a loyal community around quality craftsmanship and utilized unique marketing strategies. Brandon explains their email-first drop model, the importance of maintaining a balance between in-stock SKUs and scarcity, and their innovative content approach through SEO and social media. He highlights the brand's commitment to authenticity and ambitious plans for future growth.
AI Snips
Chapters
Transcript
Episode notes
Garage Launch And Bootstrapped Growth
- The first production run sold 150 knives quickly while they were still assembling and packing in Josh's garage and Brandon's bedroom.
- They bootstrapped growth by selling product, buying more material, and repeating the cycle.
Match Drops To Real Production
- Run regular, predictable drops tied to actual manufacturing output so scarcity feels genuine.
- Commit to shipping only what you can produce immediately to build trust and avoid pre-order risk.
Treat Email As Primary Channel
- Prioritize building a high-quality, engaged email list from day one and insist on collecting emails at purchase.
- Use email as the foundation when paid ads are limited or restricted.