EU imposes €157 million fines on Gucci, Chloe, and Loewe for fixing resale prices, warning luxury brands against anticompetitive practices in Europe.
The European Union has fined top luxury fashion houses, Gucci, Chloe, and Loewe, a combined €157 million ($182 million) for engaging in anticompetitive price-fixing practices that restricted independent retailers from setting their own resale prices across Europe.
The European Commission announced the decision on Tuesday, following surprise raids in April 2023 and a formal antitrust investigation launched in July 2024.
According to the EU watchdog, the three luxury brands colluded to maintain artificially high prices, both online and in physical stores, effectively squeezing retailers and limiting consumer choice.
“This decision sends a strong signal to the fashion industry and beyond that we will not tolerate this kind of practice in Europe,” said EU Antitrust Commissioner Teresa Ribera in a statement.
The fines were reduced after all three companies admitted to the violations and cooperated with the investigation.
The breakdown of the penalties shows Gucci, owned by French luxury giant Kering, bearing the largest share, €119.7 million for practices that took place between April 2015 and April 2023.
Chloe, part of the Swiss luxury group Richemont, was fined €19.7 million, while Loewe, a subsidiary of LVMH, received an €18 million penalty.
Investigators revealed that the brands had interfered with their retailers’ commercial freedom, enforcing restrictions on discount rates, sales periods, and, in some cases, temporary bans on promotions.
Responding to the ruling, Kering said it had anticipated the fine and made full provisions in its 2025 financial statements, assuring that “the exposure is entirely covered.”
Loewe reaffirmed its “firm commitment to acting in strict compliance with competition law,” while Chloe stated that it had strengthened its internal compliance framework since the probe, adding,
“We take this matter extremely seriously and have implemented enhanced measures to ensure strict adherence to competition law.”
The decision underscores the EU’s determination to curb price manipulation in the luxury industry, ensuring fair competition and consumer protection across the European market.
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