The European Union has fined Gucci, Chloé and Loewe a total of €157 million (over $182 million) for price-fixing and restricting discounts across Europe.
According to the European Commission, the three fashion houses breached competition rules by setting resale prices and influencing the commercial strategies of their retailers. Brussels stated that these practices limited market freedom and increased the cost of luxury goods for European consumers.
“In particular, the three fashion companies interfered with their distributors’ commercial strategies by imposing restrictions such as prohibiting deviations from recommended retail prices, setting maximum discount thresholds, and defining specific periods for sales,” the Commission said in an official statement.
Kering, the parent company of Gucci, announced that the case was resolved through a cooperation agreement with the Commission and that the financial impact had already been accounted for in its first-half 2025 results.
Meanwhile, Richemont, owner of Chloé, and LVMH, parent company of Loewe, declined to comment at the time of publication.
