Italian luxury handbag maker Furla is capitalising on China’s growing middle class and its increasing sophistication.

Furla, whose bags are priced from around 250 euros ($343) to 450 euros ($620), has partnered with Hong Kong’s Fung Group to open more than 100 stores in China.

It says it will open a flagship store in mainland China and is currently searching for a location.

According to CEO Eraldo Poletto, sales in China, this year, will grow by double-digit percentage, compared to a ‘high single-digit’ for the entire company.

“The middle class in China is expanding and their wealth accelerating, that’s where our growth comes from,” he said.

Revenue growth in 2013 slowed to 7.5 per cent from 18 per cent in 2012 due to weaker currency in Japan, which is its second top market after Italy.