After more than a decade of sitting dark, the former corporate headquarters of five‑and‑dime giant Neisner Bros. is busy again — this time with renters — as The Neisner at East End in Rochester, New York.
The redevelopment transformed the former Neisner Bros. building into 54 market‑rate apartments, blending historic preservation with modern residential design as part of Rochester’s push to rebuild its downtown residential base. Completed in mid‑2025, the project quickly reached 80% occupancy and is expected to be fully leased before summer 2026, underscoring demand for well‑located, design‑forward housing in the city’s East End district.
The project earned a 2026 CoStar Impact Award, as judged by real estate professionals familiar with the market.
About the project: Neisner’s Brothers Five and Dime, founded by Abraham and Joseph Neisner in March 1911, was a downtown staple variety store with its flagship at 200 E. Main St. It grew into a national chain of over 190 locations before failing financially in 1977.
When Rochester-based firm Riedman purchased the 60,919-square-foot property next to its headquarters in 2008, it was a decision of opportunity, with no specific redevelopment plan in place, but the company later launched a comprehensive adaptive reuse strategy.
Supported by historic tax credits, the redevelopment project preserved the building’s architectural character, revived the Neisner name and introduced new housing options that meet the needs of today’s urban residents. The investment aligns closely with Rochester’s goal of activating its main downtown corridor and strengthening its residential core.
The apartments were crafted with elevated finishes, 13-foot ceilings, stainless steel appliances, full-size in-unit laundry appliances, ceiling fans and designer details. Amenities include a gated courtyard, firepit, pet spa, dog relief area, fitness center, social lounge and private study rooms, garage parking, secure bike storage, walkable access to dining and entertainment, and a bus stop directly outside.
What the judges said: The judges agreed that the project was a stellar addition to Rochester's downtown. Tom Latta, vice president of leasing and tenant relations at Buckingham Properties, called the project a “fantastic transformation/redevelopment in the East End.” Scott Burdett, vice president of brokerage services at Flaum Management Co., said it’s a “massive redevelopment project for a building that has been vacant for 15-plus years" as well as a "major catalyst for the corner." Brian Donovan, principal of Donovan Real Estate Services, said, "They did a fantastic job on the redevelopment and maximizing the building’s potential."
They made it happen: At Riedman, the following worked on the project: Michael Valent, vice president of construction; Diane Bieier, senior interior designer and space planner; Kirk Olsen, project manager, and Roger Bell, superintendent.
CoStar Market Manager Coleman Applegate contributed.