Today, just by accident stumbled upon the website of the "Global Hotel Alliance" and discovered that they also have a brand called "Glo" that operates
4 hotels in the wider Helsinki area (Finland).
The Global Hotel Alliance is a group of 34 independent luxury brands, 500+ hotels, (co-)founded by Kempinski Hotels.
Despite the fact that (the Finnish) GLO does not have any hotels in US I still find it strange that BW choose exactly this name to roll out their new brand. BW does operate internationally so I think they make come into trouble by this...