They're part of the same group that own Tackle Discounts - basically it's a bloke from Oxford and a couple of Chinese guys that pay the Factory's in China to use all the materials/tooling from the bigger brands and sell direct to the consumer online for a fraction of the price. It's a great business model you have to admit it, but I know they got in trouble with Aqua recently for selling the F&L branded so similarly, not sure what the conclusion of that little episode was though.