Gucci, Chloe, Loewe Fine: Luxury Brands Hit with €157 Million Penalty
Luxury Brands Face €157 Million Fine for Anti-Competitive Practices
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October 14, 2025 – A trio of high-fashion houses - Gucci, Chloé, and Loewe – have been penalized a combined €157 million by the Italian Competition Authority (ICA) for engaging in anti-competitive practices. The decision,announced today,stems from an inquiry into an alleged agreement to restrict online sales to protect thier exclusive distribution networks.
The ICAS Findings
The ICA determined that the three brands, all owned by luxury conglomerate Kering, implemented a strategy to limit where and how their products were sold online.Specifically, the Authority found that the companies actively worked to prevent authorized retailers from selling their goods on third-party platforms. This included measures to monitor online marketplaces and take action against those who violated the agreed-upon restrictions.
According to the ICA, this coordinated effort aimed to maintain higher prices and preserve the exclusivity associated with their brands. By controlling the online distribution channels, Gucci, Chloé, and Loewe sought to limit competition and protect their brick-and-mortar store networks. The ICA’s investigation began in 2022, and the ruling follows a thorough examination of evidence gathered from the companies and market participants.
Breakdown of the Penalties
Gucci received the largest fine, totaling €112.7 million. Chloé was penalized €26.5 million,while Loewe faced a fine of €17.8 million.The ICA stated that the penalties were proportionate to the severity of the violations and the size of each company. These fines reflect the ICA’s commitment to upholding fair competition within the Italian market.
Implications for the Luxury Market
This ruling sends a strong signal to the luxury industry regarding the boundaries of acceptable business practices in the digital age. The ICA’s decision underscores the growing scrutiny of how luxury brands manage their online presence and distribution channels.
Experts suggest this case coudl set a precedent for similar investigations in other European countries and potentially lead to a broader reevaluation of online sales strategies within the luxury sector. Consumers may benefit from increased online availability and potentially more competitive pricing as a result of this decision. The brands have the right to appeal the ICA’s ruling.