LONDON, Aug. 5, 2021 – Today, Baird Capital, the global private equity and venture capital arm of Baird, announced its portfolio company Aura Futures (“Aura”), a leading provider of workspace technology solutions to mid to large-size enterprises, has acquired Reflex Limited (“Reflex”). Financial details of the transaction were not disclosed.

Established in 1983, Reading-based Reflex is a full-service audio-visual integrator. Since its founding, Reflex has strived to be at the forefront of AV technology, aiming to bring pioneering new solutions to market. The company’s expertise includes technical design, project management, complete installation services and post-installation training and support.

“I am so pleased to welcome the Reflex team to Aura,” said Alpesh Unalkat, Aura CEO. “Their technical expertise and strong reputation in higher education, corporate and public sector markets will further strengthen Aura and enable us to continue growing our footprint. We see lots of potential growth for Aura, especially with Reflex’s capabilities and similar deep commitment to meeting and exceeding customer expectations. I’m excited to see what we can accomplish together in partnership with Baird Capital.”

“We are delighted to continue our support of the Aura team with this important acquisition,” said Michael Holgate, Partner with Baird Capital’s private equity team. “The COVID-19 pandemic has accelerated the focus on how technology can improve productivity and collaboration in an agile working environment. As workforces return to the office, Aura’s broad range of capabilities can provide the solutions businesses need to be successful in a post-pandemic world.”

Baird Capital announced its investment in Aura in March of 2020 bringing together two independent businesses simultaneously, Karlson and Intevi, which form the group's core platform. At that time, Baird Capital Partners Andrew Ferguson and Michael Holgate joined the Aura board of directors.

In its first year of operation, the team at Aura was awarded Print IT’s Dealer of the Year 2020 for their work in building a workplace technology provider and created a unique ‘connected workspace’ facility in London. Reflex adds to Aura’s capabilities in the AV space and will enable the business to offer the widest range of office solutions to its client base. Aura’s proposition directly addresses the key questions around workplace configuration as enterprises return to the office post-pandemic.

This acquisition news follows closely on the heels of Baird Capital’s private equity team closing its second Global Fund with over $340 million in committed capital. Learn more here.

About Baird Capital

Baird Capital makes venture capital, growth equity and private equity investments in strategically targeted sectors around the world. Having invested in more than 325 companies over its history, Baird Capital partners with entrepreneurs and, leveraging its executive networks, strives to build exceptional companies. Baird Capital provides operational support to its portfolio companies through teams on the ground in the United States, Europe and Asia, a proactive portfolio operations team and a deep network of relationships, which together strive to deliver enhanced shareholder value. Baird Capital is the direct private investment arm of Robert W. Baird & Co. For more information, please visit

About Aura

Aura is a leading consultancy and technology provider specialising in, and bringing together: workspace consultancy, augmented print and workflow, intelligent visual communication and workspace collaboration solutions. The company operates across eight offices globally, servicing 500 large clients in over 60 countries. Learn more at

Baird Capital Partners Europe Limited is authorised and regulated in the United Kingdom by the Financial Conduct Authority.

For additional information, contact:

Rachel Kern (Berkowitz)
Baird Public Relations