The European Commission announced Tuesday that it has found luxury brands Gucci, Chloé and Loewe more than €157 million ($182.5 million) in breach of EU competition rules.
The Commission said the brands “restricted the ability of independent third-party retailers to set their own online and offline retail prices” by setting minimum selling prices for their products.
Furthermore, the Commission said that anti-competitive behavior by companies led to higher prices and reduced choice for consumers.
Fashion brands accused of price fixing
“The three fashion companies interfered with the business strategies of their retailers by imposing restrictions on their retailers, such as requiring them not to deviate from recommended retail prices, maximum discount rates and specific periods for sales,” the commission said in a statement.
Kering, owner of Gucci, a French multinational holding with reported revenues of €17.2 billion in 2024, said the EU investigation was resolved by close cooperation between the brand and the Commission and the financial penalty had already been reflected in the group’s first-half 2025 results.
Richemont, the Swiss holding that owns Chloé; And Loewe’s owner LVMH has not commented on the commission’s decision.
Richemont, which has investments in everything from jewelery to firearms, projects annual revenues of €19.5 billion in 2023.
French luxury goods group LHVM reports revenue of €84.7 billion in 2024.
Edited by: Wesley Rahn