EU fined Gucci, Chloé and Loewe €157M for fixing resale prices across Europe

On 14 October 2025, the European Commission fined three luxury fashion houses — Gucci, Chloé and Loewe — a combined €157 million for resale price maintenance (RPM), a violation of Article 101 of the Treaty on the Functioning of the European Union. The Commission found that each brand had restricted independent third-party retailers from setting their own prices for almost their entire product range: apparel, leather goods, footwear, and accessories.

The restrictions took several forms. The brands imposed recommended retail prices that retailers were not permitted to deviate from, set maximum discount rates, dictated specific periods for sales, and in some cases temporarily barred any discounting at all. Gucci additionally restricted online sales of one product line by asking retailers to stop selling it via the internet. All three monitored retailers' prices and followed up with those who deviated, enforcing compliance across the European Economic Area.

The practices ran for years — Gucci from April 2015 to April 2023, Loewe from December 2015 to April 2023, and Chloé from December 2019 to April 2023. All three ended in April 2023, when the Commission carried out unannounced inspections. Gucci received the largest fine at €119.7 million (reduced by 50% for cooperation), followed by Chloé at €19.7 million (15% reduction) and Loewe at €18 million (50% reduction). The Commission opened formal proceedings in July 2024 and issued its decision on 14 October 2025.

The fines were the Commission's first RPM decision in seven years, signalling renewed scrutiny of the luxury sector's pricing practices. The Commission rejected any justification based on brand image protection or luxury positioning, stating that the behaviour increased prices and reduced choice for consumers. All three brands acknowledged the facts and cooperated under the antitrust settlement procedure.