On 14 October 2025, the European Commission (Commission) announced fines totalling over €157 million against Gucci, Chloé and Loewe for engaging in resale price maintenance (RPM), in breach of Article 101 TFEU and Article 53 of the EEA Agreement.
The Commission found that the three luxury brands restricted the ability of independent third-party retailers to set their own retail prices by requiring adherence to recommended retail prices, limited maximum discounts imposing specific sale periods and prohibiting certain promotions. The companies monitored compliance and intervened when retailers deviated from their pricing policies.
The Commission emphasised that RPM is a “hardcore restriction” of competition, leaving little scope for exemption or justification. By depriving retailers of the ability to unilaterally decide their own prices, the conduct reduced competition and harmed consumers. Although the companies acted independently, the duration of their practices overlapped, and many retailers stocked products from all three brands.
The conduct ended following unannounced inspections (dawn raids) in April 2023. Under the Commission’s cooperation procedure, Gucci and Chloé received 50% fine reductions, while Loewe benefitted from a 15% reduction. The final fines were:
- Gucci: €119.67 million
- Chloé: €19.69 million
- Loewe: just over €18 million
For more information on this, please feel free to get in contact with Knights' commercial team.