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Rochester Top 100: Expansion has firm’s future looking good

Rochester Business Journal
July 8, 2016

Diversification and careful expansion have served Nu-Look Collision Inc. well. The 35-year-old company has experienced steady growth over the last few years in both sales and staff.

“We have added five stores in the last three years, so that has certainly helped,” President Todd Zigrossi said. “One of the stores we added is specifically for heavy duty trucks and fleet vehicles.”

Zigrossi declined to discuss revenue but said he expects growth to continue.

“We’re currently looking, always are looking, to add quality people,” Zigrossi said. “We certainly expect that to grow.”

The company offers collision, mechanical, fleet and sandblasting services at 14 locations in the Rochester area, as well as a custom truck, van and vehicle accessory facility in Webster. Nu-Look employs 185 people, including 24 at its Henrietta headquarters.

A year ago, the company had 150 staffers.

As for branching out, Nu-Look’s most recent expansion was in the accessory business and up-fitting, or retrofitting.

“We may get a shipment of 65 police vehicles and we do a lot of the lighting,” he said. “Or it can be electricians’ vehicles, or contractors’ vehicles. We do roof racks, a lot of the LED lighting on vehicles.”

Zigrossi expects to open a 15th location sometime in the next few months, but he did not say where that facility would be located or what its specialty would be.

“Our core business is collision, even though we have diversified a little bit,” he said. “We’re always looking to expand.”

Nu-Look was founded in 1981 by Jeffrey DiFulvio in a small garage on Monroe Avenue near Alexander Street. Nu-Look grew steadily and its second location opened in Fairport in 1996. By 2005, the company had six locations with more than 100 employees.

In 2009, Zigrossi and several others took the reins and Zigrossi was named president.

The outlook for the company is strong, in part a result of Nu-Look’s employees, Zigrossi said.

“I think one of the biggest reasons for the growth is our employees,” he said. “We stick to the fundamentals: old-fashioned customer service mixed with a lot of new technology.”

Employees are loyal because they are not micromanaged, said Jacob Burris, Nu-Look’s Gates general manager.

“I have the freedom to grow myself even further within the company and I also push that onto my staff,” said the eight-year veteran of the company.

The company’s future growth will come as a result of its ability to take on jobs it once sublet, Burris said. He and Zigrossi agreed technology will be the company’s biggest challenge moving forward.

Staying on top of the game means keeping abreast of “a lot of the safety features they’re implementing in vehicles and … continuing education of our staff,” Burris said. “We typically send most of our employees for further training on the newer vehicles as they’re released into production.”

Nu-Look recently invested roughly $100,000 in new equipment to accommodate the new, all aluminum-bodied trucks that have come out, Zigrossi noted.

Finding qualified staff can be challenging.

“We’re always looking to find somebody to create a career path for,” Burris said.

He recently was able to hire two interns for full-time jobs.

Training, educating and encouraging employees to excel at their jobs is an important piece of the puzzle, Zigrossi and Burris said. That leads to a higher morale, better workmanship and growth within the company.

“We’ve had several employees in each department that come into the company and grow into managers or estimators or body techs or painters,” Burris said. “One of my favorite things about the company is that there’s nothing holding me back from growing.”

The Rochester Top 100 program is presented by the Greater Rochester Chamber of Commerce and KPMG LLP. Launched in 1987, it recognizes the fastest-growing private companies in Greater Rochester. The 2016 Rochester Top 100 event will be held Nov. 3. For more information, go to

Nu-Look Collision Inc.
Auto body and collision shop
Year founded: 1981
Top executive: Todd Zigrossi, president
Current employment: 185
2015 ranking: 72
Headquarters: Henrietta

7/8/2016 (c) 2016 Rochester Business Journal. To obtain permission to reprint this article, call 585-546-8303 or email

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