Rhys ap Gruffydd
Norman/Flemish influence never fully recovered in West Wales. In 1138, the county of Pembrokeshire was named as a county palatine. Rhys ap Gruffydd, the son of Owain Gwynedd's daughter Gwenllian, re-established Welsh control over much of the region and threatened to retake all of Pembrokeshire, but died in 1197. After Deheubarth was split by a dynastic feud, Llywelyn the Great almost succeeded in retaking the region of Pembroke between 1216 and his death in 1240.