Overview

Episode #153 of the Helium 10 podcast features Max Kögl, the founder of The Newman Company GmbH, as he details the launch and scaling of the premium Amazon label Don Quiff. The conversation highlights the data‑driven decisions, brand‑protection steps, and advertising tactics that turned a simple product concept into a high‑margin brand. Sellers should study the roadmap because the same framework can be applied to any niche where a premium positioning is possible.

Key Points

• Founder profile — Max Kögl, a veteran e‑commerce operator, created The Newman Company GmbH and introduced Don Quiff as a luxury‑focused brand on Amazon.
• Podcast content — The entire brand‑building journey is unpacked in Helium 10’s episode #153, offering a sequential narrative from idea to expansion.
• Premium positioning — Don Quiff stands out by using superior materials, refined packaging, and a storytelling‑rich listing that appeals to shoppers seeking quality.
• Growth targets — The brand is now adding complementary accessories and planning entry into additional European marketplaces while preserving its upscale image.
• Seller relevance — The tactics discussed—market validation, trademark registration, and measured ad spend—provide a repeatable playbook for any Amazon seller aiming for higher margins.

How Don Quiff’s Brand Strategy Works

1. Demand verification — Kögl began by mining Amazon search data and competitor listings, employing Helium 10’s Magnet and Cerebro tools to confirm that a high‑end version of the product had enough monthly search volume to justify investment.
2. Supplier selection — After confirming demand, he sourced factories capable of meeting exact material specifications, insisting on multiple prototype samples before approving a bulk order to guarantee a luxury feel.
3. Trademark enrollment — The brand was entered into Amazon Brand Registry, which locked down the trademark, unlocked A+ Content creation, and gave access to the Brand Analytics dashboard for ongoing performance tracking.