Baird Rebrands Private Equity Business

Jan 29 2013 | 10:00am ET

Robert W. Baird & Co. has merged its private equity and other direct private investment units under a single new brand name.

The Milwaukee-based company said its Baird Private Equity and Baird Capital Partners would operate under the name Baird Capital. The unit also includes its Baird Venture Partners, Baird Capital Partners Europe and Baird Capital Partners Asia.

The unified division manages four funds.

Baird said the move would eliminate confusion and emphasize its global reach.

"Rebranding to Baird Capital allows us to articulate our strengths and simplify our message," managing partner Gordon Pan said. "Our new brand builds on our incredibly strong foundation and conveys to our investors and to the market that we are a global, integrated, experienced team focused on driving great outcomes."

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