Twelve Studio, the internationally acclaimed retail design agency, has announced its transition to an Employee Ownership Trust (EOT).
The move marks a major milestone in the agency’s evolution, cementing its long-term independence and putting the future of the business directly into the hands of the talented team who drive its creative and strategic success every day.
Based in London and founded with a commitment to intelligent, creatively driven, and strategically informed design, Twelve Studio has built a formidable global reputation for transforming retail environments across all sectors and markets. The agency’s success has been rooted in collaborative expertise and a deeply hands-on creative culture.
By transitioning to an EOT, Twelve Studio ensures that its core values – creativity, autonomy, and a people-first approach – will remain safeguarded for years to come. The structure protects the agency’s independent spirit, preventing external acquisition while rewarding employees directly for their collective contribution to the studio’s growth and ongoing achievements.
Speaking on the transition, Giles Brookes, Founder and Senior Partner at Twelve Studio shared:
“From day one, Twelve has been about exceptional people coming together to solve complex design challenges and create authentic brand stories. Transitioning to an Employee Ownership Trust feels like the most natural evolution for us. It guarantees that our independence stays intact, while empowering the team who build our reputation every single day to share directly in our future success.”
Gemma Baxter, Design Director at Twelve Studio, highlighted the impact on the team:
“Becoming an employee-owned studio is a fantastic outcome for the whole team. It gives everyone a genuine stake and a personal voice in the future of Twelve, reinforcing the collaborative and supportive culture we’ve always built our best work on. Knowing that our hard work directly contributes to our shared future gives us even greater energy and purpose as we design extraordinary brand environments for our clients.”
The transaction and structural transition were completed with expert specialist financial and tax advice provided by Andrew McDaid and Jane Falconer-White from SMH Mitchells (part of the wider SMH Group), alongside expert legal advice and support delivered by Matt Ainsworth from Shakespeare Martineau.
Andrew McDaid, Partner at SMH Mitchells, commented:
“We were delighted to advise Twelve Studio on their transition to employee ownership. EOTs are an ideal vehicle for progressive creative agencies looking to secure their independence, retain talent, and protect their unique culture. It has been a pleasure working alongside Jane Falconer-White, Matt Ainsworth, and the Twelve Studio leadership team to deliver a structure that sets the business up for sustainable long-term growth.”
As an employee-owned business, Twelve Studio enters its next era with a reinforced commitment to delivering world-class design, strategic innovation, and impactful brand spaces for its clients globally, anchored by a team deeply invested in its shared destiny.
Notes for Editors
About Twelve Studio
Twelve is an independent design agency based in London. Specialising in creative design and strategy for retail, the agency connects people with brands to deliver long-lasting customer, colleague and commercial impact, across all retail sectors and markets.
About SMH Mitchells and SMH Group
SMH Mitchells is part of the SMH Group, a comprehensive network of specialist financial and business advisory firms. SMH Group brings together a multidisciplinary team of chartered accountants, tax specialists, corporate finance experts and independent financial advisors (IFAs). The Group delivers a fully integrated suite of services ranging from complex corporate structuring, mergers and acquisitions, and EOT transitions to wealth management, tax planning, and strategic business advisory designed to support businesses and business owners through every stage of their corporate lifecycle.
About Shakespeare Martineau
Shakespeare Martineau is a leading full-service law firm providing expert legal counsel across corporate, commercial, employment, and transactional matters, supporting business owners and companies nationwide.
