Hard Rock Sued Over Reverb

Hard Rock Café is embroiled in a lawsuit for allegedly copying another brand for its new hotels.

Hard Rock Cafe –

Spokane, Wash.-based RHL Corporation is suing Hard Rock for allegedly copying its Hotel RL brand, according to the Orlando Sentinel. Hard Rock recently launched its own brand of hotels called Reverb.

RHL Corporation has spent the recent years turning Hotel RL into a distinctive brand designed to attract millennials. Its hotels include coffee bars staffed by trained baristas; live stages where local artists, musicians and activists can share their projects; and tech-savvy features such as self-service check in. There are seven hotels under the brand.

Hard Rock’s Reverb brand launched in June, and also targets millennials.

RHL Cooperation accuses Hard Rock of “plagiarizing” Hotel RL signature elements and hiring the same branding company, The Gettys Group.

Hard Rock said in a statement RHL’s claims are baseless and that it will defend itself vigorously.

“Hard Rock has more than 46 years of experience and we are the authority in providing premium lifestyle offerings and authentic music experiences to guests around the world,” it said.

RHL seeks compensatory damages, an injunction, legal fees and Hard Rock’s profits from the Reverb chain.