Established digital and brand agency Cite DMS, based in Leicestershire, has become an employee-owned trust (EOT), marking a new chapter centred on long-term stability, shared ownership and the protection of the business’s culture.
Founded in 2000 as a digital-first agency, Cite DMS has evolved into a full-service agency delivering brand, strategy, creative and digital services to clients across a range of sectors. The move to employee ownership was recently completed and gives every member of the team a stake in the future of the business.
Managing Director Laura Bent said the decision followed a period of natural transition for the agency.
“Employee ownership felt like the right fit for where we are as a business. We wanted a model that protected our independence and our culture, while also giving the team a genuine sense of ownership in what we’re building together.”
Laura joined forces with Cite DMS in 2021 when her own brand and creative consultancy merged with the agency, bringing together complementary strengths across digital delivery and strategic brand thinking.
“Selling to a big group never felt right for us,” Laura said. “It would have changed how we work and what the agency stands for. Employee ownership gave us a way to plan for succession without disrupting our clients or losing what makes Cite what it is.”
Laura and the Cite DMS team were supported in becoming an EOT by Chris Maslin who runs Go EO, an independent company which works with SMEs considering this business model. Chris’s former company, an accountancy practice in Kent, was transferred into an EOT when Chris decided it was time for him to move on.
“Having gone through the process myself, I felt it was, in many cases, far more complex and costly than it needed to be and came up with a more stream-lined approach to help others transition to this business model,” Chris said.
An employee-owned business allows the founder or owners to exit by selling their shares to a trust run by employees. That founder can exit immediately or over a period of time.
“Chris’ approach was refreshingly straightforward,” Laura added. “It was proportionate to the size of our business and focused on what we actually needed. The process was practical, well-managed and far less complicated than we expected.”
Laura remains in her role as Managing Director, supported by an established senior management team. Day-to-day operations continue as before, with employee ownership formalising the collaborative way the business already operated.
Although still in the early stages, the impact has already been positive. Internal feedback shows increased engagement and motivation across the team, with employees feeling more invested in the success of the agency.
To mark the transition, the team celebrated together locally, taking part in a chocolate-making workshop before heading out for a team meal.
Looking ahead, Cite DMS is focused on steady, sustainable growth, strengthening financial resilience following the transition, and continuing to deliver high-quality work for its clients.
“Employee ownership isn’t about changing everything overnight,” Laura said. “It’s about building a future where the people doing the work have a real stake in how the business grows. For us, it’s a natural next step.”