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Starwood, London & Regional Seek a Buyer for Hard Rock Hotel

The Hard Rock Hotel in London.

The Hard Rock Hotel in London.

Photographer: Hollie Adams/Bloomberg

Starwood Capital Group and London & Regional are exploring the sale of the Hard Rock Hotel in central London.

The firms are working with advisers to solicit interest in the property, which could fetch as much as 500 million pounds ($621 million), a person familiar with the matter said, asking not to be named discussing the effort.