Quality design builds have been Concept II’s way for 50-plus years

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When Gary Pino gravitated from the home framing trades to his own kitchen and bath company in 1970, he set the foundation that would enable his small business to thrive.

He found a niche in the Greater Rochester market and delivered a product that pleased customers.

Over the past five-plus decades, Concept II has maintained those standards and also adapted to meet consumer needs.

Once just a firm that created or remodeled kitchens and bathrooms, Concept II now will remake a host of indoor spaces, from craft rooms, media rooms and walk-in closets to laundry rooms, mud rooms and home offices. They also have a tile and stone showroom to showcase a variety of products for do-it-yourself homeowners.

While their offerings have expanded, one thing hasn’t changed: how they do business for residential clients. The 56-year-old firm still abides by what current company president Ross Pino calls The Concept II Way.

Those standards for the firm’s 17 employees involve exceptional service, doing the right thing, every detail matters, there can’t be shortcuts and respect for the client’s home is a must, he said.

“We were built on quality and service and that’s important to us,” Ross Pino said. “We don’t ever want to lose the values that my dad instilled in everybody here.”

Concept II is based in East Rochester in the Piano Works mall. The historic property has been the firm’s home for 30 years. The showroom comprises 5,500 square feet and spans three storefronts facing West Commercial Street.

“People have been saying brick and mortar is going away,” Pino said, “but in our business, customers want to touch the cabinets, touch the closets.”

It’s also a one-stop shop. Concept II provides the materials, the designers and the installation crews. Having their own construction crew means they can control the projects and the installation, Pino said.

They’re not the average kitchen and bath renovation store, either. They can do any job but are known for exquisite creations.

“It’s not just a remodel, it’s the next step up,” Pino said.

That’s perhaps why a great deal of their work is done on waterfront homes on Skaneateles, Canandaigua and Conesus lakes, as well as on the construction sites of new-builds.

“We’re not the biggest firm; we don’t want to be,” Pino said. “Our challenge is growing at the right pace and maintaining the quality we’re known for.”

Part of that growth was adding the new product lines. His father spends time in Florida and, because the houses in the Sunshine State don’t have basements, renovation of closets, pantries and garages became popular ways to create new spaces. The Pinos decided to bring those closet, pantry and laundry room concepts to Rochester and the new offerings became popular.

“We’d do a bathroom and the people would want us to do the master closet, we’d do a kitchen and people would want to do their pantries,” Pino said.

They’ve also adapted with the times. Concept II has its own design team, and they’re using AI to provide customers with 3D walk-throughs of what their new space will look like. “But the point about AI: It doesn’t do installation,” Pino said. “You still need somebody to configure the space, to work out the lighting.”

Social media is very much their friend. “People see new designs and they get inspired,” Pino said.

Within their space at Piano Works, the showrooms offer a variety of looks and products for kitchens, baths, closets and other rooms, along with a separate tile and stone showroom. There are a multitude of products and selections for the do-it-yourselfers “but we have designers who can assist with design. That’s where we excel,” Pino said.

He’s considering the addition of a wood flooring line to expand offerings. “We’re known for the tile but adding wood might make sense.”

Their staff is experienced. One installer has been with Concept II for four decades. Another has been on the staff for 35 years. A designer has logged 30 years with the company.

“And we have a lot that have been here 10-plus years, which I think speaks to how we treat employees,” Pino said.

Gary Pino is retired “but he checks in every day. He’s always there as a sounding board,” his son said.

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