Gobi has relied on its strong brand and relationship with traditional nomadic herders to weather many dramatic changes through its thirty-year history and become the world’s fifth largest cashmere producer and the largest in Mongolia. Since the Mongolian-Japanese JV took majority control of the company, it has seen its sales continually rise. For example, in 2008 the company had sales of approximately US$15 million, but thanks to new equipment, branding strategies, and certification marks, sales rose to nearly US$27 million in 2011.