Gucci, Chloé and Loewe were fined a total of €157 million by the European Union’s antitrust watchdog for fixing the resale prices of their retail partners.
Gucci, owned by Kering, was fined €119.7 million, Chloé €19.7 million and Loewe €18 million, highlighting the growing regulatory scrutiny of luxury groups.
“The three fashion companies interfered with their retailers’ commercial strategies by imposing restrictions on them, such as requiring them not to deviate from recommended retail prices; maximum discount rates; and specific periods for sales,” the European Commission said in a statement on Tuesday.
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Kering said the EU investigation was resolved following a cooperative procedure with Gucci and that the financial impact was provisioned in the group’s first half 2025 results.
LVMH’s Loewe also confirmed the agreement with the EU and committed to operating “in strict compliance with antitrust laws”. LVMH is expected to release third-quarter sales at a later date.
Chloé, owned by Richemont, said it was taking the matter “extremely seriously” and has stepped up its measures to ensure adherence to competition law since the investigation, which began in 2023.
The practices deprived retailers of pricing independence and reduced competition, while protecting the brands’ own sales channels from competition from retailers, the Commission said.
Brands such as Armani, Dior, Loro Piana and, recently, Tod’s have also come under pressure from Italian authorities over alleged worker abuses in their supply chains.
Meanwhile, recent breaches of protected customer data at some companies have added to the regulatory issues facing the industry.
