A PYMNTS Company

EU Imposes €157 Million in Fines on Gucci, Chloé, and Loewe for Antitrust Violations

By  |  October 14, 2025
Gucci, metaverse, Sandbox

The European Union announced on Tuesday, October 14, that it had fined luxury fashion houses Gucci, Chloé, and Loewe a combined total of more than €157 million for breaching competition laws. According to a statement from the European Commission, the penalties follow surprise inspections in April 2023 and a subsequent formal antitrust investigation launched in July 2024.

    Get the Full Story

    Complete the form to unlock this article and enjoy unlimited free access to all PYMNTS content — no additional logins required.

    yesSubscribe to our daily newsletter, PYMNTS Today.

    By completing this form, you agree to receive marketing communications from PYMNTS and to the sharing of your information with our sponsor, if applicable, in accordance with our Privacy Policy and Terms and Conditions.

    Per the Commission’s findings, the three brands restricted independent retailers from setting their own online and in-store prices. The EU’s executive arm said the companies “interfered with their retailers’ commercial strategies,” including by imposing limits on discounts and sales periods. In some cases, retailers were temporarily banned from offering any price reductions.

    According to a statement, such conduct violated EU competition rules and harmed consumers by inflating prices and narrowing purchasing options. “This decision sends a strong signal to the fashion industry and beyond that we will not tolerate this kind of practice in Europe,” said EU antitrust commissioner Teresa Ribera.

    Read more: Saks Fifth Avenue Faces Antitrust Battle in New York Court

    Gucci, owned by the French luxury group Kering, received the largest fine — €119.7 million — for violations spanning from April 2015 to April 2023. French brand Chloé was fined €19.7 million for infringements between December 2019 and April 2023, while Spanish fashion house Loewe, part of the LVMH group, was ordered to pay €18 million for misconduct from December 2015 to April 2023.

    The European Commission noted that all three companies acted independently of one another. According to a statement, the penalties were reduced because the firms admitted to the violations and cooperated with the investigation.

    Kering said it “acknowledges” the EU’s decision concerning “past commercial practices at Gucci,” adding that it had already accounted for the fine in its financial statements for the first half of 2025. Loewe stated that it “reiterates its firm commitment to acting in strict compliance with competition law.” Meanwhile, Chloé, owned by Swiss luxury group Richemont, said in a statement that it took the matter “extremely seriously and acted with the utmost diligence to address it,” noting that it had since strengthened its compliance measures to prevent future breaches.

    Source: Le Monde