Gucci, Chloé and Loewe Fined Over $182 Million by EU for Anticompetitive Pricing Practices

The EU Commission said on Tuesday it has fined fashion brands Gucci, Chloé and Loewe a combined €157 million ($181.52 million) for fixing resale prices, in breach of EU competition rules, adding that this kind of anticompetitive behaviour increases prices and reduces choice for consumers.

“In particular, the three fashion companies interfered with their retailers’ commercial strategies by imposing restrictions on them, such as requiring them to not deviate from recommended retail prices; maximum discounts rates; and specific periods for sales,” the Commission said in a statement.

Gucci-owner Kering said the EU probe was resolved following a cooperation procedure with the brand and the financial hit was provisioned in the group’s 2025 first-half results.

Richemont, which owns Chloe, and LVMH, the owner of Loewe, did not immediately reply to a request for comment.

By Charlotte Van Campenhout, Tassilo Hummel; Editor: Benoit Van Overstraeten

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