A key strategy for the JV was a detailed plan to revitalize the Gobi brand while emphasizing the pride it has in being produced in Mongolia. The company’s management has gone about achieving this in a number of ways. First, in 2008 Gobi launched its Factory Store (also known as an outlet store) next to its complex in Ulaanbaatar, the capital city. The store, designed by well-known Japanese architect Keiichiro Sako, emphasizes the luxurious attributes of Gobi products and gives customers an opportunity to see and feel for themselves some of the finest Mongolian cashmere in the world. With a floor space of 1,150 square meters, the store is a modern facility elegantly showcasing Gobi’s products that has enhanced the company’s image and appeal.