Seeland International, a Danish company specializing in hunting apparel and footwear, is exploring the outdoor market with its two brands: Seeland for rubber boots and Härkila for other outdoor footwear, using technical membranes. The company has more than 30 sales representatives all around Europe, dealing with about 2,000 retail customers in the hunting market. However, it is taking part in the OutDoor fair this year after it found that there was growing demand from outdoor stores for hunting-related footwear. Based on pre-orders, the company stands to achieve sales of about 200 million Danish kroner (€26.8m-$37.7m) this year, an increase of about 25 percent compared with last year. Seeland enjoyed the same growth in 2010, driven by footwear, which it launched for both of its brands only three years ago.