Soundcore hires former American Tire Distributors CEO as operating partner

Soundcore Capital Partners hired William Berry as an operating partner. Berry will work with Soundcore’s portfolio companies with a focus on specialty distribution and business services. Berry most recently worked as chief executive officer of American Tire Distributors from 2009 to 2015.

Press Release

Soundcore Capital Partners, LLC (“Soundcore”), a control-oriented, New York-based private equity firm that invests in lower middle market businesses, today announced that William (Bill) M. 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.

“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 ATD grew from $1.9 billion in sales to over $5.0 billion in sales, while more than tripling the Company’s EBITDA. He began his automotive aftermarket career at Interstate Tire Company (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 COO, and eventually CEO.

Prior to Interstate Tire Company, Berry served as a controller and Vice President of Finance at Dr. Pepper in one of the company’s bottling and distribution operations. Mr. Berry began his career as a Certified Public Accountant after graduating from Virginia Tech with a Bachelor’s degree in Business Administration.

“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.”

“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.”

About Soundcore Capital Partners
Soundcore Capital Partners, founded in 2015, is a New York City-based private investment firm specializing in control equity investments and leveraged buyouts of lower middle market North American (US or Canada) headquartered businesses that have proven franchises. The firm partners with exceptional management teams to create long-term value for investors through a combination of operational improvements, internal growth initiatives, and strategic acquisitions. Soundcore is particularly interested in businesses whose management team members and/or selling shareholders wish to have a meaningful ownership stake in the newly acquired enterprise. The firm focuses on proprietary deal sourcing through industry relationships and proactive outreach rather than traditional bank auction processes. For additional information on Soundcore Capital Partners, please visit