Gucci's Brussels fine was halved for cooperation
Gucci (@gucci) was fined 119,674,000 euros by the European Commission on 14 October 2025 for resale price maintenance, and that number already carries a 50 per cent reduction under the antitrust cooperation procedure. Chloé's reduction was 15 per cent, to a fine of 19,690,000 euros, and Loewe's 50 per cent, to 18,009,000 euros. The individual rates reflect the timing and value of each company's cooperation; Gucci's included revealing an infringement not yet known to the Commission, and Loewe's allowed the Commission to extend the time span of its case. The Hearing Officer's report in case AT.40840, published in the Official Journal on 23 February 2026, sets out what Gucci acknowledged: a company-wide resale price maintenance strategy towards online and offline retailers from 30 April 2015 until 18 April 2023, and online sales restrictions on the so-called Diana handbag from 8 July 2021 until 31 December 2021. The Diana had been relaunched that summer. Proceedings were opened on 4 July 2024, the statement of objections was adopted on 3 July 2025, and Gucci confirmed on 15 July 2025 that it matched its own submission. Kering (@kering_official) acknowledged the decision, put the fine at 119.7 million euros, and said the risk had been fully provisioned in its half-year 2025 financial statements.