Bespoke is the New Black – NIICO Millwork Group
NIICO Millwork Group is the gold standard for custom cabinetry in Vaughan and beyond.
In an Italian household, some of life’s most important lessons are taught (or shouted, rather) at the dinner table. For Joseph Primucci, president of NIICO Millwork Group, these conversations “a tavola” were a crucial component of his successful beginnings as a young entrepreneur. As Primucci made the leap from the corporate world into starting his own cabinetry and millwork business in 2015, he often sought the guidance of the accomplished business owners in his family, recalling the insightful tableside banter of his childhood.
“I felt like I was ready to go off on my own, and I wanted to get into the kitchen business — I like that premium product,” says Primucci.
Primucci partnered with Sergio Fortino and the duo formed NIICO, an amalgamation of three pre-existing companies. The brand had a fresh start under a new name — an adorable combination of Primucci’s wife and son’s names, Nicole and Domenico — and business began to boom.
NIICO quickly became synonymous with luxurious custom kitchen cabinetry, closets and living spaces. Think furniture grade oven-baked finishes, solid oak armoires and classic crown moulding — the gold standard in custom millwork. NIICO’s work has garnered the attention of local designers like Christine Dovey, published stylist, decorator and artist, who recruited Primucci’s team to customize her mudroom and master closet.
Dovey, who was shopping for a millworker, stumbled across NIICO’s work on social media and contacted Primucci and his team right away. To no surprise, NIICO hit the nail on the head when it came to making Dovey’s visions a reality — “feminine, French-inspired and lots of storage” were just a few of her wishes.
“Our core values are transparency and dependability — we do what we say we’re going to do”
“After rough outlines and measurements, Joseph sent me the drawings for the spaces and I loved it,” says Dovey. “We didn’t change anything.”
The bespoke service is what stood out most to the designer, who was impressed by the team’s quick response to any questions or concerns throughout the process, and its acute attention to even the most minute details.
“It felt extremely custom,” says Dovey. “To see them come in and want to take the time to make it well done and well crafted really stood out to me.”
NIICO runs on the principles of quality craftsmanship and exceptional client relations. Using only the finest materials and premium products from across the country and Europe, NIICO offers clients an unparalleled selection — all the while maintaining a relationship of honesty and integrity.
“Our core values are transparency and dependability — we do what we say we’re going to do,” says Primucci. “We are always clear about what we can provide. There are no smoke and mirrors here.” He also explains it’s important for him to educate clients about the various products and materials available to them, in order for them to make a decision with all the facts in hand.
Each project begins with a consultation and space evaluation with one of NIICO’s skilled designers, appropriately suited to the taste and style of the client. Whether or not there is an existing vision, the designers are more than happy to work with the clients to produce a plan that reflects their wishes and budget.
NIICO then presents the 3D rendering of the space and will only move forward if the client is completely confident with the concept. “Detail is extremely important in this business,” says Primucci. “We like to have our T’s crossed and our I’s dotted.” All production and millwork is then completed in-house using state-of-the-art equipment and software.
Primucci estimates a timeline of approximately eight to 10 weeks, depending on the complexity of the design. “I’ll pop in and out of the site to make sure that things are being delivered on time, especially if it’s a larger project,” says Primucci. “I make sure the installers have all the support that they need to execute as quickly as possible.”
NIICO prides itself on having the best in the business when it comes to his team of skilled workers, boasting some of the best cabinetmakers in the city. The company’s nearly two dozen employees bring a young, modern and fresh vibe to the niche industry.
This year, as Primucci continues his journey through entrepreneurship — now as the sole proprietor of NIICO — he is spearheading a plethora of exciting new projects with his team and continues to prioritize being actively involved in all aspects of his business. And, as always, while Primucci sees growth for NIICO, his concern is not monetary.
“I want to have a company that’s known for its quality, its name brand and its service,” he says.
61 Alex Ave., Vaughan, Ont.
Photo By Carlos A. Pinto / dolce media group