Aaron Equipment Company, a dealer of used process and packaging equipment, named Joel Bersh managing partner of Aaron Industrial Solutions (AIS), a newly formed company that will provide auction, liquidation and consulting services.

Bersh is a 30-year veteran in the industrial auction business and has expertise in metalworking, foundries, plastics, construction, printing and other industrial assets. He has managed more than 500 auctions valued in excess of $200 million over the past 17 years.

Bersh is licensed in 12 states and with current reciprocity agreements can conduct auctions in most of the United States. He has been a member of the Association of Machinery and Equipment Appraisers (AMEA) since 1991 and is a Certified Equipment Appraiser (CEA). He is also a member of the Machinery Dealers National Association (MDNA) and the Industrial Auctioneers Association (IAA).

Bersh will lead AIS with Bennett Cohen, managing partner, who has worked at Aaron Equipment for more than 30 years. AIS was formed to expand Aaron’s current auction business and offer Aaron’s current and future clients the knowledge and creativity that Cohen and Bersh bring to the industry.

“We are incredibly excited to have someone with Joel’s talent, reputation and acumen join the Aaron team,” Alan Cohen, CEO of Aaron Equipment, said. “We have known and worked with Joel for many years and are pleased he has agreed to come on board. Joel and Bennett form a great leadership team that will allow us to expand and grow our auction business significantly.

“Our strategy has been to build the industry’s most comprehensive solution for our customers to efficiently source high quality used equipment: market, monetize, finance and manage their existing assets. The formation of Aaron Industrial Solutions is another significant step towards that goal.”