Italy’s largest coffee group Lavazza could open up to 15 stores around the world as it takes on Starbucks, but has no plans to go head-to-head in the U.S. chain’s hometown of Seattle. Lavazza’s top executives opened the family-owned company’s first coffee boutique in the center of Milan on Tuesday, close to where Starbucks (SBUX.O) plans to launch its first Italian store, offering specialty blends and fine food, next year.

Starbucks and other major coffee brands are trying to capture a growing market for people who are prepared to pay a premium for quality coffees in upmarket boutique cafes. The Lavazza coffee shop near Milan’s famous La Scala opera house, offers not only Italy’s trademark espresso, but also siphon brewed and other types of coffee which are growing in popularity, particularly among younger aficionados.