This Week
  • Buckingham, Morgan to buy Midtown facility for $5M

  • Online training proving effective at area companies

  • CEO Sameer Penakalapati has grown Avani Technology Solutions

  • Repeat business drives dealership's sales.

  • Chiropractor Melinda Houle helps clients adjust.

  • The Health Care Achievement Awards 2017 supplement.

Rochester Top 100: Firm expands its branch network geographically

Rochester Business Journal
May 2, 2014

Admar Supply Co. has locations in New York as well as in Pennsylvania. (Photo by Kimberly McKinzie)

A strong business model and four generations of experience have helped Admar Supply Co. Inc. to expand recently and achieve double-digit percentage growth over the last few years.

“We had a strategy for growth and that just aligned with the economy turning and our confidence in our staff as a whole and our management who leads them, that we can go out and expand our branch network,” President Joel DiMarco said.

The company has more than 200 employees at eight locations across New York and in Pennsylvania, including 80 in the Rochester area. Admar offers rental, sales and service of light construction equipment.

While he declined to disclose revenues, DiMarco said the company had nearly 18 percent growth from 2011 to 2012 and 20 percent growth from 2012 to 2013. Employment has grown some 5 percent annually since 2011, he noted.

Admar was founded in 1972 by DiMarco’s father, John DiMarco Sr., and his uncle, Richard DiMarco Sr., but its origins date back more than a century. In 1902, Joel DiMarco’s great-grandfather formed Domenico Giamberdino Construction, which would be the catalyst for four generations of construction-related entrepreneurial efforts.

DiMarco’s brother, John II, and sister, Anne, help lead the DiMarco family of businesses, while cousin Richard II serves Richard II serves as executive vice president of Admar.

“The company was founded on the basic premise of understanding our customers and serving their needs with superior levels of customer service,” DiMarco said. “That vision still holds true today, as our customers’ needs drive our decisions about where we expand the business.”

DiMarco projects continued growth for the company, including staff increases at its locations in Erie and Wilkes-Barre, Pa. He has not ruled out expansion into the Harrisburg, Pa., region.

“I think the family has a very strong growth plan,” Chief Financial Officer Larry Keeley said. “We are very conservative, and when we expand, very seldom do we bite off more than we can chew. Usually there’s a two- or three-year period of time in between our branch expansion.”

But if an opportunity arose to accelerate that cycle, the company would not hesitate, he added.

“Within the next five years I could easily see us opening another two, maybe three branches,” Keeley said.

The biggest industry challenge DiMarco forecasts in the coming years is the business and economic environment.

“We’re still in kind of a questionable budgetary environment,” he explained. “Dollars are not free-flowing. Incentives are available; we hear a lot about it from our state government, but they’re not necessarily in action yet. That tends to drive the construction market.”

Admar also must keep up with the ever-changing demands of its customers, DiMarco added.

“We must find new and unique ways to offer the best products, service and expert guidance,” he said. “We have to mix technology with a personal connection to our customers. Our industry is fast-paced and requires flexibility to be successful.”

DiMarco, who has been with the family business two decades, noted that Admar continually evaluates its customers’ needs online to make it easier to work with the company.

“We’ve enhanced our online presence with the goal to ensure our customer can find us easily using their preferred method of communication,” he said, adding that the company also has engaged in partnerships to increase its presence elsewhere.

Keeley, a 13-year company veteran, said one of the biggest reasons Admar has been successful in its growth over the last several years is the DiMarco family’s involvement in the firm.

“They’re very passionate in what they do,” he said.

The Rochester Top 100 program is presented by the Rochester Business Alliance Inc. and KPMG LLP. Launched in 1987, it recognizes the fastest-growing private companies in Greater Rochester. This year’s Rochester Top 100 event will be held Nov. 5. For more information, go to

Admar Supply Co. Inc.
Provides rental, sales and service of light construction equipment.
Founded: 1972
Top executive: Joel DiMarco, president
Employees: 200 (80 in the Rochester area)
2013 ranking: 41
Location: Brighton

5/2/14 (c) 2014 Rochester Business Journal. To obtain permission to reprint this article, call 585-546-8303 or email

What You're Saying 

There are no comments yet. Be the first to add yours!

Post Your Own Comment


Not registered? Sign up now!

To Do   Text Size
Post CommentPost A Comment eMail Size1
View CommentsView All Comments PrintPrint Size2
ReprintsReprints Size3
  • E-mailed
  • Commented
  • Viewed
RBJ   Google