Norway's Alfa Shoes has made the decision to increase its presence in Sweden, establishing a sales subsidiary in the country. It will be run by Jonas Karlsson and Ola Henningsson, who have previously worked for Haglöfs. According to Sportfack, the brand has a limited presence in Sweden, where its products are found in only 10 stores. Alfa, which was founded almost 90 years ago, has recently been through a renewal process, developing its range of hiking and hunting boots. The company wants to reach out to new consumers in new markets.