On 14 October 2025, the European Commission imposed fines totalling over 157 million EUR on Gucci, Chloé and Loewe for breaching EU competition rules through unlawful pricing practices.
Gucci, Chloé and Loewe are luxury fashion brands headquartered in Italy, France and Spain, respectively. They are active in the design, production and distribution of high-end fashion products.
The investigation was initiated by the Commission on its own motion and began with unannounced inspections at the companies’ premises in April 2023. Formal proceedings were subsequently opened in July 2024.
Findings of the investigation: RPM and online sales restrictions
The Commission found that Gucci, Chloé and Loewe engaged in resale price maintenance (‘RPM’) practices over extended periods. Although the companies acted independently, the duration of their conduct overlapped and many of the affected retailers sold products from all three brands, which justified coordinated enforcement action.
The three companies restricted the commercial freedom of both online and brick‑and‑mortar independent retailers by imposing constraints on pricing and discounting. Retailers were required to adhere to recommended retail prices, comply with maximum discount levels and follow specified sales periods. In some instances, discounts were temporarily prohibited altogether. The objective was to align retailers’ pricing and sales conditions with those applied in the companies’ own direct sales channels.
According to the Commission, the companies actively monitored retailers’ pricing behaviour and intervened where deviations occurred. Retailers generally complied with these policies, either from the outset or following intervention.
These practices were implemented across the European Economic Area and covered almost the entire range of products marketed under the brands, including apparel, leather goods, footwear and accessories.
In addition, Gucci imposed a prohibition on online sales for a specific product line, with which retailers complied.
Legal assessment
The Commission found that the companies’ RPM practices restricted competition by depriving retailers of their pricing independence. At the same time, Gucci, Chloé and Loewe sought to shield their direct-to-consumer sales channels from price competition by their retailers.
RPM is regarded as a serious restriction under EU competition law, as it limits price competition at the retail level and can ultimately lead to higher consumer prices.
The infringements commenced in April 2015 (Gucci), December 2015 (Loewe) and December 2019 (Chloé), and continued until April 2023, when the Commission carried out unannounced inspections. The Commission concluded that the conduct in each case constituted a single and continuous infringement of Article 101 TFEU and Article 53 of the EEA Agreement.
Fines imposed
The Commission imposed total fines of over 157 million EUR, allocated as follows:
- Gucci: 119,674,000 EUR
- Chloé: 19,690,000 EUR
- Loewe: 18,009,000 EUR
All three companies benefited from reductions in their fines in light of their cooperation with the Commission. The reductions - 50% for Gucci, 15% for Chloé and 50% for Loewe- reflect both the timing and the added value of their contributions.
In particular, Gucci and Loewe provided significant evidence at an early stage of the investigation. Gucci disclosed an infringement previously unknown to the Commission, while Loewe supplied evidence that enabled the Commission to extend the duration of the infringement.
Commentary
This decision signals a renewed focus on RPM enforcement at EU level, following a period of relative inactivity since the Commission’s 2018 cases (Asus, Denon & Marantz, Philips and Pioneer). Targeting the luxury sector is unsurprising, given the strong incentives to control downstream pricing, and aligns with a broader pattern of scrutiny (e.g. Guess and Pierre Cardin).
The case serves as a clear reminder that recommended resale prices must remain genuinely non-binding. Suppliers should avoid any form of direct or indirect enforcement, including price monitoring or pressure on retailers.
Despite Super Bock, RPM continues to be treated in practice as a serious restriction, with firm enforcement across Europe. The level of fines - particularly for Gucci, which also restricted online sales - confirms the Commission’s strict stance, especially where online distribution is concerned.
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