The labels and logo's seem quite good, but like everything else that must be a talented family member because i can't see him parting with any money.
The brand is very strong because it does actually deliver on promises and i can't remember anyone on here being unhappy with a product. It comes down to being known liked and trusted (and in this case not spending any money on fancy ads or promos).
Technicaly the products are superior, and the price is always pitched under any competition.
I think he gets such an easy ride because a lot of the competition don't really care about their products so long as we buy them, or maybe some of the bigger people like craig have just taken their eye off the ball.
Imagine the kind of success he enjoys with us duplicated in every country in the world. A bit like James Dyson he'll be exporting to japan and china soon. This sort of thing drinks money though (a bit like one of us trying to jump to four vans before we've even got two sorted) and often requires hefty finance that can send you bust.