AURAS
AURAS Co., Ltd. is a Japanese luxury residential technology integrator founded in 2015, designing and installing custom home automation, home theater, and high-end audio-visual systems for affluent clients in Japan's Kanto and Kansai regions.
- Company typePrivate
- Founded2015
- Headquarters—
- Headcount—
- GTM typeB2C
- OfferingServices
What AURAS does
AURAS Co., Ltd. (オーラス株式会社) is a Japanese luxury residential technology integrator founded in 2015 by Yamaoka Hirokazu, whose home theater business traces back to 1999. The company designs, supplies, and installs custom home automation, home theater, and high-end audio-visual systems for affluent residential clients in Japan, with named engagements including Aman Residences Tokyo and a corporate recreation facility. Operations span two locations: the AREC flagship showroom in Roppongi (Tokyo) and a partner-operated site in Osaka run by Miyabi Designs Co., Ltd., covering the Kanto and Kansai regions.
The technical offering centers on multi-vendor system integration spanning Crestron and Lutron HomeWorks control platforms, premium audio brands (Sonus faber, Burmester, Bowers & Wilkins, KEF, Marantz, LUXMAN, Trinnov), Barco Residential large-format displays, and dedicated Wi-Fi/network architecture. AURAS became the first Lutron HomeWorks Platinum Dealer in Japan and operates a Lutron HomeWorks Experience Center within the Roppongi showroom. The company also manufactures and distributes a proprietary hardware product, the PL-600Ⅲ Projector Lift, at a ¥700,000 list price through wholesale channels.
The business model is project-based and custom-quoted: revenue is generated through system design fees, equipment resale, installation labor, and ongoing service, typical of boutique luxury integrators. The company is privately held with no disclosed external funding, indicating operationally funded growth. Active 2026 partnership activity with Barco Residential, Noah Corporation's Molo showroom, and D-BOX — alongside the PL-600 launch and AREC showroom buildout — signals a deliberate channel- and product-surface expansion strategy aimed at consolidating position in Japan's premium residential AV/automation segment.
AURAS firmographics
Firmographics- Name
- AURAS
- Legal name
- オーラス株式会社
- Website
- https://auras-inc.co.jp
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Short description
- AURAS Co., Ltd. is a Japanese luxury residential technology integrator founded in 2015, designing and installing custom home automation, home theater, and high-end audio-visual systems for affluent clients in Japan's Kanto and Kansai regions.
- Ownership category
- akta.pro rank
AURAS industry classification
Industry- Product category
- Luxury Home Automation Services
- NAICS
- Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512), Residential Electric Lighting Fixture Manufacturing (335131), Interior Design Services (54141)
- SIC
- Services-Computer Integrated Systems Design (7373), Household Audio & Video Equipment (3651), Electric Lighting & Wiring Equipment (3640)
- akta.pro primary industry
- Whole-Home Automation System Design & Programming (HSAHADAA)
- akta.pro secondary industries
- Multiroom Audio/Video & Home Theater Control Integration (HSAHADAE), Motorized Shades, Blinds & Curtain Automation (HSAHADAD), Dimmer, Switch & Lighting Control Installation (HSAOAFAJ), Smart Lighting Control (Switches, Dimmers, Scenes) Integration (HSAOANAF), Home Theater Installation, Calibration & Custom AV Services Retail (CRACAEAK)
Keywords
AURAS business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Custom System Design & Installation: Full-service integration of home automation, lighting, shades, HVAC, AV systems for luxury residences. Projects are custom-quoted based on scope, equipment, and architectural requirements. Includes system programming, calibration, and post-installation support.
- Equipment & Hardware Sales: Sales of AV equipment, projectors, screens, speakers, automation hardware, and proprietary PL-600Ⅲ Projector Lift (¥700,000 list price). Products sold include Barco Residential, Sonus faber, Burmester, Bowers & Wilkins, KEF, JVC, and Lutron components.
- After-Sales Maintenance & Support: Ongoing maintenance, system adjustments, programming changes, network updates, and equipment upgrades. Long-term support relationships with clients.
- Wholesale/ Distribution (Projector Lift): PL-600Ⅲ projector lift distributed through wholesale channels to home theater specialists, audio retailers, and construction firms. Also offered to design firms and AV installers for resale/installation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | PL-600Ⅲ Projector Lift - standard model for home theaters and luxury residences |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
AURAS product offering
Product offeringCore offering
AURAS designs, integrates, and installs luxury residential home automation, home theater, lighting/shade control, high-end audio, and network systems using Lutron HomeWorks, Crestron, and Barco Residential platforms. The company delivers end-to-end services from architectural planning through programming and post-installation maintenance, and sells the proprietary PL-600Ⅲ ceiling-mounted projector lift through both direct and wholesale channels.
Product overview
AURAS is a luxury residential home technology integrator offering integrated smart home and home theater solutions. The core offerings combine Lutron HomeWorks for lighting/shading control and Crestron for unified home automation, integrated with Barco Residential video solutions and high-end audio systems (Sonus faber, Burmester, Bowers & Wilkins). The company's proprietary product is the PL-600Ⅲ Projector Lift for ceiling-storage projector solutions. Services span from system design and installation to ongoing maintenance, covering lighting, climate, shades, video, audio, network, and security systems. The portfolio includes dedicated home theater design, home audio systems, and network infrastructure design. Showroom experiences are available at the AURAS Residential Experience Center (AREC) in Roppongi, Tokyo and AURAS Osaka.
Differentiator
Problem solved
Functional benefit
Brands
- AREC: AURAS Residential Experience Center - flagship experience facility in Roppongi for demonstrating integrated home automation, theater, and audio systems
Products and services
- PL-600Ⅲ Projector Lift Proprietary electric projector lift that automatically lowers projectors into the room during use and retracts them into the ceiling when idle, supporting large home theater projectors including the JVC D-ILA series and Barco Residential units. Sold at ¥700,000 (excluding tax) directly to clients and through wholesale to trade installers.
- Home Theater Design & Installation End-to-end home theater design and installation service for luxury residences, integrating architecture, interior design, video projection, audio, and lighting. Includes dedicated cinema rooms, living-room theaters, Dolby Atmos audio, and D-BOX haptic motion seating.
- Home Audio System Design & Installation High-end audio system design, installation, and tuning service for luxury residences, featuring premium brands including Burmester, Sonus faber, Bowers & Wilkins, KEF, and LINN, with integration into the home automation platform.
- Lutron HomeWorks Lighting & Shade Integration Design, installation, and programming of Lutron HomeWorks lighting control and motorized shading systems for luxury residences, with circadian, time-based, and scene-based control synchronized to the home automation platform.
- Crestron Home Automation Integration Design, programming, and installation of Crestron home automation systems that unify lighting, motorized shades, climate, video, audio, security, and network control via touch panels, iPad, iPhone, remotes, and keypads.
- Barco Residential Video Integration Specification, integration, and installation of Barco Residential Direct View LED walls and high-end projectors into luxury residences, coordinated with architectural and interior design.
- Network & Wi-Fi Design Residential network infrastructure design including wired LAN planning, Wi-Fi coverage design, and network architecture supporting home automation, lighting control, AV systems, and future smart home expansion.
- Installation & Construction Services Professional on-site installation and construction of home automation, AV equipment, lighting control, and network systems, including wiring planning, rack design, equipment placement, and coordination with architectural and interior finishes.
- Residential LED Vision & Large-Format Displays Specification and integration of residential LED walls, large-format TVs, and projector systems, with advisory on display selection based on room conditions, viewing requirements, and architectural integration.
- After-Sales Maintenance & Support Ongoing post-installation maintenance, programming changes, network updates, system adjustments, and equipment upgrades delivered under long-term support relationships with residential clients.
Quantifiable outcome
- First Japan Lutron HomeWorks Platinum Dealer certification
- +2 more outcomes
Companies that use AURAS
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
AURAS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
Feature5 records
AURAS partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- Noah CorporationminorCollaboration to open Molo showroom within AURAS Residential Experience Center (AREC) in Roppongi, Tokyo. Noah provides deep knowledge of Molo products (softwall and softblock spatial partitions, cloud softlight installations) while AURAS provides architecture, interior design, lighting, and home automation expertise.
- Lutron ElectronicscoreFirst company in Japan to achieve Lutron HomeWorks Platinum Dealer status. Authorized distributor and installer of Lutron HomeWorks lighting control and motorized shade systems. Operates Lutron HomeWorks Residential Experience Center at AREC.
- Barco ResidentialcoreOfficial Japanese market partner for Barco Residential high-end projectors and LED video walls. AURAS serves as the designated partner for integrating Barco products into luxury residential projects. The partnership enables display of Barco Residential products at AREC showroom, including 204-inch cinemascope theater.
- Crestron ElectronicscoreIntegration partner for Crestron home automation platform. AURAS designs and programs Crestron systems for luxury residential projects, enabling unified control of lighting, climate, shades, video, audio, and security.
- CassinaminorCustom seating partner for D-BOX integration at AREC. Cassina Maralunga sofas adapted with D-BOX motion actuators for luxury haptic theater experience.
- molo designminorCanadian design brand specializing in softwall and softblock spatial partition products and cloud softlight installations. Products showcased in Molo showroom at AREC.
Scale indicators3 records
Recent moves8 records
Expansion highlights5 records
AURAS competitors and assessment
Company assessmentDirect peers
- Control4: Control4 is a mainstream home automation platform with a large installer network spanning mid-market and high-end residential. Comparable to AURAS as a competing whole-home automation ecosystem with which integrators build luxury residential projects.
- Audio Command Systems: Audio Command Systems is a US-based luxury residential AV and home automation integrator serving ultra-high-net-worth homes on Long Island and Manhattan. Closely comparable to AURAS in business model — custom design-build integration of Crestron/Lutron/barco-class hardware for luxury single-family residences.
- Savant: Savant is a luxury home automation platform that competes head-to-head with Crestron at the high end of residential integration. Comparable to AURAS because both target luxury homeowners via premium integrator networks and provide scene-based unified control of lighting, shades, climate, AV, and security.
Broad incumbents
- AMX (HARMAN): AMX, part of HARMAN, is a long-established control and automation platform with residential and commercial installer networks. Comparable to AURAS as a competing whole-home automation ecosystem with deep integrator relationships and overlapping luxury residential coverage.
- Lutron Electronics: Lutron is the manufacturer of the HomeWorks lighting and shading control system AURAS installs as a Platinum Dealer. It is a broader incumbent in residential lighting control that overlaps AURAS's segment at the hardware/platform layer and is the most direct supply-chain dependency of AURAS projects.
- Bang & Olufsen: Bang & Olufsen is a luxury audio retail and integration brand with which AURAS has direct operational history (previously operated the Bang & Olufsen Roppongi store). Comparable because B&O blends luxury audio retail with whole-home design-led integration, overlapping AURAS's brand-led, showroom-driven model.
- Crestron Electronics: Crestron is the manufacturer of the flagship home automation platform AURAS integrates; it operates as a broader incumbent offering overlapping control, lighting, and AV capabilities across residential and commercial. It is comparable because AURAS's whole-home automation stack and certified-installer economics are anchored to Crestron hardware.
Others
- Sonos: Sonos is a leading consumer multi-room audio ecosystem that competes with the high-end audio stack (Sonus faber, Burmester, Bowers & Wilkins) AURAS integrates. Comparable as a residential audio ecosystem that homeowners may choose instead of integrators like AURAS.
- Bowers & Wilkins: Bowers & Wilkins is a premium audio hardware brand that AURAS distributes and integrates in luxury residences. Comparable as a home audio alternative sold through specialist integrators and retailers targeting the same luxury residential customer base.
Regional players
- Definitive Audio: Definitive Audio is a UK-based luxury residential AV and smart-home integrator working with premium audio/video brands. Comparable to AURAS in offering custom home theater and whole-home integration for high-end homeowners, but operating primarily in the UK rather than Japan.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
AURAS social profiles
Digital presenceAURAS compliance and trust
Trust signalCompliance5 records
AURAS financial estimates
Financial estimateRevenue estimate
Valuation estimate
AURAS leadership team
Management profileNumber of profiles
Profiles1 record
AURAS subsidiaries and ownership
Company hierarchySubsidiaries1 record
AURAS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AURAS M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AURAS
What does AURAS do?
AURAS designs, integrates, and installs luxury residential home automation, home theater, lighting/shade control, high-end audio, and network systems using Lutron HomeWorks, Crestron, and Barco Residential platforms. The company delivers end-to-end services from architectural planning through programming and post-installation maintenance, and sells the proprietary PL-600Ⅲ ceiling-mounted projector lift through both direct and wholesale channels.
Is AURAS a public or private company?
AURAS is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AURAS founded?
AURAS was founded in 2015.
How does AURAS make money?
Four revenue lines are on record. Custom System Design & Installation is the primary driver. The others are equipment & Hardware Sales, after-Sales Maintenance & Support and wholesale/ Distribution (Projector Lift).
Who are AURAS's main competitors?
Direct peers on record are Control4, Audio Command Systems and Savant. Broad incumbents are AMX (HARMAN), Lutron Electronics, Bang & Olufsen and Crestron Electronics. Others are Sonos and Bowers & Wilkins. Definitive Audio is listed as a regional player.
Does AURAS have an API?
No public API is recorded for AURAS.
What industry is AURAS in?
AURAS's product category is Luxury Home Automation Services. Its primary akta.pro industry code is HSAHADAA, Whole-Home Automation System Design & Programming, with a secondary code of HSAHADAE, Multiroom Audio/Video & Home Theater Control Integration. Its NAICS code is 334512 and its SIC code is 7373.