Case Study: Montana Knife Company sells out its biggest drop in 60 seconds with MTN Haus

Sixty Seconds in Missoula

Montana Knife Company, a bootstrapped manufacturer of American-made knives, faced the challenge of launching a new folding knife into a competitive market. They partnered with vendor MTN Haus to execute a high-stakes product drop that needed to withstand a massive, instantaneous surge of traffic from their highly-engaged audience to avoid a crashed website and oversold inventory.

MTN Haus, along with agency partner Ethercycle, implemented a robust Shopify-based commerce infrastructure designed to handle a denial-of-service level of traffic. The solution was part of a meticulously planned linear commerce campaign that generated massive owned demand. The result was a complete sellout of the company's largest product drop in just 60 seconds, generating significant revenue and contributing to the company's $50 million in annual revenue without relying on outside funding or Amazon.

Montana Knife Company