Cove class action lawsuit overview:
- Who: Plaintiff Rustle Laich filed a class action lawsuit against Cove Surf Co. Inc., doing business as Cove USA.
- Why: Laich claims Cove runs fake sales on its website.
- Where: The Cove class action lawsuit was filed in California federal court.
A new class action lawsuit claims Cove Surf Co. runs fake sales on its website shopcoveusa.com.
Plaintiff Rustle Laich filed the class action complaint against Cove USA on April 1 in California federal court, alleging violations of California’s False Advertising Law, Consumers Legal Remedies Act and Unfair Competition Law.
According to the class action lawsuit, Cove allegedly runs “fake sales” to deceive consumers into making purchases. Cove is a retailer specializing in surf-inspired apparel.
The Cove class action lawsuit claims the company violates state laws and the Federal Trade Commission’s regulations on price comparisons.
Cove allegedly advertises its products at steep discounts from purported regular prices, creating a sense of urgency with claims that these sales are time-limited, the lawsuit says. However, the plaintiff alleges these discounts are perpetual, and the regular prices are not the actual prices at which the products were sold.
The plaintiff is looking to represent anyone in the United States who, within the applicable statute of limitations period, purchased one or more products advertised at a discount on Cove’s website.
Cove resets nightly countdown timers to sustain fake urgency, class action claims
The Cove class action lawsuit alleges that a December 2025 Holiday Sale advertising “up to 60% off sitewide” was relabeled as a New Year’s Sale in January 2026 and a Spring Sale in March 2026, with the same discount rebranded each time as a new, limited-time event.
The complaint further claims that a “LIMITED 24HR FLASH SALE” on joggers priced at $29, down from a strikethrough price of $69, reset nightly and continued for nearly four weeks.
Plaintiff’s counsel confirmed through Wayback Machine archives that the fake sales ran for more than three months, contrary to California’s False Advertising Law, which bars advertising former prices not prevailing in the three preceding months.
The Cove class action asserts violations of California’s False Advertising Law, Consumers Legal Remedies Act and Unfair Competition Law, as well as breach of contract, unjust enrichment and misrepresentation claims.
The plaintiff demands a jury trial and seeks damages, restitution and injunctive relief.
In other alleged fake sales online, one of the world’s largest e-commerce platforms, Shein, is accused of inflating reference prices to trick consumers into believing they were getting a bargain.
What do you think of the claims made in this Cove class action lawsuit? Let us know in the comments.
The plaintiff is represented by Victor J. Sandoval of Almeida Law Group LLC and Tyler B. Ewigleben and Winston S. Hudson of Jennings & Earley PLLC.
The Cove class action lawsuit is Laich v. Cove Surf Company Inc., Case No. 8:26-cv-00789, in the U.S. District Court for the Central District of California.
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