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Building a Brand Through Scarcity

Writer: Brian RoisentulBrian Roisentul

David "Teddy" Owen

In this episode of The DTC Insider podcast, Brian Roisentul sat down with Brandon Horoho, co-founder of Montana Knife Company, a 30-year overnight success—that’s how this company’s explosive growth story begins.


Brandon and his co-founder, Josh, launched the company in 2020, but Josh had been crafting custom knives since he was 11. The idea? Mass-produce high-quality knives that could reach a wider audience while still maintaining craftsmanship.


The results? From low 7 figures in 2021 to 8 figures in 2024.


Their products sell out in minutes. They’ve built an email list of over 1 million customers. And now, they’re focused on becoming a household name—expanding beyond their niche with paid TV ads, podcasts, and influencers.






Here’s a glimpse of what you’ll learn:

  • The founding of Montana Knife Company and its rapid growth.

  • Josh’s journey to becoming the youngest master bladesmith at 19.

  • The role of quality craftsmanship in customer loyalty and retention.

  • Building direct customer relationships and owning their data.

  • Leveraging organic social media to grow without paid ads initially.

  • The first knife drop selling out in 14 minutes and what it revealed about demand.

  • The impact of email marketing as a core strategy with high engagement.

  • The VIP program and how it strengthens customer loyalty.

  • The focus on building a long-term legacy brand over short-term gains.

  • Expanding manufacturing capabilities to support continued growth.

Resources mentioned in this episode:


Sponsor for this episode:


This episode is brought to you by BSR Digital.


BSR Digital helps e-commerce brands that want to scale their business to the next level through paid ads & email marketing.


To learn more about BSR Digital, visit their website or book a call here.

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