Italian furniture company Kartell is demonstrating its confidence in the Chinese market with bold plans to open 50 flagship stores in five years.

Kartell, known for its furnishings made of plastic, has partnered with Gold Bond Enterprises, the same company which represents Max Mara in China, to facilitate the development strategy.

It will open a 400 sqm flagship store in Beijing’s Sanlitun district at the end of this month with another three slated to open in the remaining year in Shanghai and Chengdu.

CEO Claudio Luti says its strategy for China is mainly opening stores within malls.

“Wealthy Chinese like to shop in malls, and this is something that is quite different. But we apply the same image, quality, and service,” he said.