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Former ATD CEO Joins Private Equity Firm


Soundcore Capital Partners LLC, a control-oriented, New York-based private equity firm that invests in lower middle market businesses, today announced that William “Bill” Berry has joined the firm as operating partner. In this role, Berry will provide management and operating expertise to Soundcore’s portfolio companies, with a focus on specialty distribution and business services.

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“Bill is a remarkable leader with more than 35 years of experience under his belt,” said Jarrett Turner, managing partner at Soundcore. “Our ability to provide portfolio company CEOs with guidance from someone who has faced similar challenges on a larger scale is invaluable. Bill is the perfect fit to do this with our team, given his industry expertise and years of experience working with private equity sponsors.”

Berry was most recently CEO of American Tire Distributors (ATD) from 2009 to 2015, during which time ATD grew from $1.9 billion in sales to more than $5 billion in sales, while more than tripling the company’s EBITDA. He began his automotive aftermarket career at Interstate Tire Co., a predecessor of ATD, in 1984 and helped facilitate the sale of the company to Wingate Capital Partners in 1995. Following mergers that thereafter created ATD, Berry was named chief operating officer, and eventually CEO.

Prior to Interstate Tire Co., Berry served as a controller and vice president of finance at Dr. Pepper, in one of the company’s bottling and distribution operations. Berry began his career as a Certified Public Accountant after graduating from Virginia Tech with a bachelor’s degree in business administration.

“We look for people who add value to our portfolio companies, as well as our firm,” said Feliks Zarotsky, partner at Soundcore. “Bill has a vision that is aligned with ours, and his track record of success, perspective, skills and resources will be instrumental in taking the performance of our investments to the next level.”


“I am honored and excited to join Jarrett, Feliks and the rest of the team at Soundcore,” said Berry. “I’m eager to begin working with Alloy Wheel Repair Specialists, a company that has so much potential for exponential growth, and that is quickly becoming a major player in automotive aftermarket distribution.”


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