EU Fines Gucci, Chloé, and Loewe €157 Million for Resale Price Fixing

Editor at LUXONOMY™ Group

The European Commission has imposed a total fine of €157 million on three of the world’s most prestigious luxury fashion houses — Gucci, Chloé, and Loewe — after concluding that they engaged in anticompetitive resale price maintenance (RPM) across the European Economic Area.

According to the official statement, the brands restricted independent retailers from setting their own prices or offering discounts, in an effort to preserve brand exclusivity and profit margins. The practice, which violates EU competition law, effectively prevented fair price competition and limited consumer choice.

Gucci, owned by the Kering Group, received the largest penalty of €119.7 million, followed by Chloé (€19.7 million) and Loewe (€18 million). All three brands cooperated with the investigation, which resulted in reduced fines under the EU’s leniency policy.

A spokesperson for the European Commission stated:

“Resale price maintenance eliminates legitimate competition between retailers and directly harms consumers.”

Kering confirmed that the fine had already been provisioned in its H1 2025 financial accounts, while LVMH, parent company of Loewe, reaffirmed its “full commitment to complying with competition rules in all markets where it operates.”

A Warning Shot for the Luxury Industry

The ruling marks a turning point for the global luxury sector, where price control, selective distribution, and brand image have long been part of the competitive strategy. Yet, regulators caution that exclusivity must not cross into price manipulation.

Industry analysts believe the case will redefine the delicate balance between luxury brand management, transparency, and fair competition. As maisons increasingly shift toward direct-to-consumer models and digital sales, the boundary between brand preservation and antitrust violation becomes increasingly blurred.