EU fines Gucci, Chloé, and Loewe €157 million for price-fixing practices

The European Commission has fined luxury fashion houses Gucci, Chloé, and Loewe a combined €157 million ($182 million) for violating EU antitrust rules through price-fixing practices that limited retailers’ freedom and harmed consumers by inflating prices and reducing choice.

According to the Commission, the three brands interfered with their retailers’ commercial strategies, imposing restrictions such as bans on deviating from recommended retail prices, caps on discount rates, and specific timeframes for sales. The regulator said such conduct breached EU competition law by restricting price independence and reducing market competition.

The largest fine – €119.7 million – was imposed on Gucci, owned by luxury group Kering. Chloé, part of Richemont, was fined €19.7 million, while Loewe, owned by LVMH, received an €18 million penalty.

Kering said the EU investigation was settled through a cooperation procedure and that the financial impact had already been provisioned in its 2025 first-half results. LVMH confirmed it had reached an agreement with the EU and pledged to operate “in strict compliance with antitrust laws.” Richemont, which owns Chloé, declined to comment.

The European Commission stated that the brands’ practices deprived retailers of pricing independence and shielded the companies’ own sales channels from competition.

The case highlights the growing regulatory scrutiny over Europe’s luxury sector. In recent months, Italian authorities have also investigated Armani, Dior, Loro Piana, and Tod’s over alleged labor abuses in their supply chains, while several brands have faced data breach incidents exposing sensitive client information.