I had never heard of E-Land before, nor can I say that I recognize any of their brands. (Not that I ought to be an expert on Korean fashion, but I can at least claim to have heard of singers/groups Se7en, Rain, BoA, and 2NE1, so I thought it possible that I would recognize some of the brands.) The two companies seem horribly mismatched to me, but I trust the Lochcarron officers carefully considered the offer, and also entertained offers from other companies before making the decision. I do hope E-Land allows Lochcarron a great deal of autonomy to continue on as they had before, and that any changes introduced only enhance the company's profitability while not compromising its reputation as a weaver of quality worsted wool tartan. I may soon be in a position to test the level of interest in tartans in South Korea, so I look on this development with interest.