The European Commission fined Gucci, Chloé and Loewe a combined total of more than €157 million, equivalent to about $182.5 million, after finding that the luxury fashion brands restricted how independent retailers priced their products. The Commission said the conduct breached European Union competition rules and reduced price choice for consumers.
According to the regulator, the three companies interfered with retailers' commercial decisions in both online and physical stores. The restrictions included pressure not to depart from recommended retail prices, limits on the maximum discounts sellers could offer and controls over when sales could take place. Such practices prevented third-party shops from independently deciding how to compete for customers.
The Commission characterized the outcome as higher prices and less consumer choice. Recommended prices are not necessarily unlawful on their own, but the conduct described by the regulator went further by limiting sellers' freedom to discount or determine their own final price. The supplied evidence does not provide a brand-by-brand breakdown of the fines, the exact duration of each infringement or a list of affected product lines and markets.
Gucci's owner, French luxury group Kering, said it had cooperated closely with the Commission to resolve the investigation. The company added that it had already recognized the financial penalty in its results for the first half of 2025. Kering reported revenue of €17.2 billion in 2024, providing context for the scale of the sanction without establishing its effect on future earnings.
Chloé is owned by Switzerland-based Richemont, while Loewe belongs to French luxury conglomerate LVMH. Neither group had commented on the Commission's decision in the supplied reporting. Richemont's reported annual revenue was €19.5 billion in 2023, and LVMH reported €84.7 billion for 2024. Those group-wide figures encompass businesses beyond the penalized brands.
The enforcement action centered on resale price controls rather than coordination among the three labels. Each brand was accused of limiting its own independent retail partners' pricing freedom. The available sources do not state that Gucci, Chloé and Loewe jointly agreed with one another to set a common market price, so the decision should not be described as a single three-company cartel.
By targeting discount limits and sales calendars as well as headline prices, the Commission treated retailers' practical ability to compete as the core issue. The decision signaled that luxury positioning does not exempt brands from rules protecting independent distribution. Further detail would be required to compare the separate infringements, quantify consumer harm or determine whether any company planned an appeal. Kering's acknowledgment that the charge was already recorded in its accounts also separated the regulatory decision from any later surprise to its reported first-half finances.
