* Moncler set to price IPO at top of range - source
* Receives orders worth around 20 bln euros - source
* Shareholders to raise at least 681 million euros
* Institutional tranche subscribed 30 times - source
MILAN, Dec 11 (Reuters) - Moncler , the Italianmaker of luxury goose-down jackets, will price its shares at thetop of an indicative range after strong global demand, a sourceclose to the deal told Reuters.
Moncler, which is floating at least 27 percent of thecompany, has received orders worth around 20 billion euros($27.54 billion) from all over the world, the source added.
"With these numbers it seems to be taken for granted thepricing will be at the top of the range," the source said. The8.75-10.20 euros price range was set by Moncler two weeks ago.
The listing in Milan will be the biggest by a Europeanluxury company since Prada raised $2.1 billion through a HongKong offering in June 2011.
Pricing at the top of the range indicates Moncler's shareoffer will be worth at least 681 million euros, valuing thecompany as a whole at up to 2.55 billion euros.
The demand for Moncler contrasts with other European IPOcandidates over recent weeks. Italy's M&G Chemicals postponed aplanned Hong Kong listing on Monday and freight forwardingcompany Savino del Bene scrapped a Milan listing on Dec. 5.
Italian leather group Salvatore Ferragamo on theother hand successfully raised 344 million euros in June 2011through a listing which valued the group at 1.5 billion euros.
"At the moment, the market is saying it values luxury," aMilan-based trader said.
The 80 percent portion of Moncler's IPO reserved forinstitutional investors was subscribed more than 30 times, thesource said. The rest was reserved for retail buyers in Italyand Japan.
"More than half of the requests came from long-onlyinvestors who can expect to receive a more than proportionalshare," the source said.
The size of the offering could rise by as much as 15 percentto around 785 million euros if a greenshoe over-allotment optionis exercised. The source said no decision had yet been takenover whether to exercise this option.
Current shareholders headed by French investment firmEurazeo, alongside private equity group Carlyle and Brands Partners are set to profit from the deal, which ismade up entirely of existing shares.
At this stage, there are no new investors with a stake ofmore than 2 percent in the company, the source said.
Moncler president Remo Ruffini, who bought the brand in 2003and helped boost annual sales from 45 million euros to 489million euros in 2012, will be the largest shareholder after thelisting, with 32 percent.