What began as a single pack of playing cards celebrating Henley-on-Thames has grown into an award-winning community business with an ambition to reach 50 towns across the UK and, one day, sell one million packs.
Founded by Emma Sweet in 2023, Ace Places has grown from a single deck of beautifully illustrated playing cards into an award-winning business that has now sold more than 16,000 packs, raised over £5,000 for local charities, and helped hundreds of independent businesses increase their visibility through an innovative sponsorship model.
Now, following the appointment of its first franchisees, Ace Places is inviting entrepreneurs across the UK to bring the concept to their own towns, creating locally owned businesses that celebrate independent shops, charities, landmarks and hidden gems while strengthening community pride.
Unlike traditional retail or service franchises, Ace Places gives franchisees the opportunity to become champions of their local area. Franchisees receive training, marketing support and a proven framework while retaining the freedom to create something that reflects the character of their own town.
Each franchisee curates a beautifully illustrated deck featuring 54 carefully selected independent businesses, charities and local landmarks. The decks are funded through sponsorship from featured businesses, sold through local retailers and community events, and donate from every pack sold to a nominated local charity.
The model has already been successfully established in both Henley-on-Thames and Marlow. Since launching in 2023, the Henley Playing Cards have sold more than 9,000 packs, with 25p from every pack supporting Kenton Theatre, one of the UK’s oldest working theatres. The Marlow Playing Cards have now sold more than 6,500 packs, with every pack helping to support Longridge Activity Centre and its work with young people.
The Marlow edition is sponsored by many of the town’s best-known independent businesses, including Michelin-starred chef Tom Kerridge, whose four Marlow restaurants feature as the pack’s four Aces. Together, the two editions have sold more than 16,000 packs while raising over £5,000 for local charities.
Over the past three years, Emma has carefully refined every element of the business, from securing sponsors and building retailer partnerships to creating launch campaigns, community events and marketing systems, before deciding the model was ready to franchise.
The first Ace Places franchisees, Annelize Fagan and Judy Mason, will launch St Albans in autumn 2026, with Berkhamsted and Harpenden following, marking the first stage of the company’s national expansion.
Emma Sweet, Founder of Ace Places, said:
“When I created Ace Places, I wasn’t setting out to build a franchise. I simply wanted to celebrate everything that makes our towns so special while giving something meaningful back to the communities we live in.
“Over the past three years we’ve refined every part of the business. We’ve tested the sponsorship model, built strong relationships with retailers, developed launch campaigns and community events, and created systems that can be replicated by someone who shares that same passion for their own town.
“Only once we knew the model genuinely worked did we decide to franchise it. It was really important to me that we offered people something proven, not just an exciting idea.”
More than simply producing a pack of playing cards, Ace Places franchisees become the driving force behind local collaborations, bringing together businesses, charities, artists, schools and community groups through initiatives including treasure hunts, children’s Card Clubs, launch events and partnerships that encourage people to explore and shop locally.
Emma believes this community-first approach is what sets Ace Places apart.
“Our franchisees aren’t simply selling a product, they’re becoming ambassadors for their towns.
“They build relationships, champion independent businesses, support local charities and create something people genuinely feel proud of. Watching communities reconnect with where they live is one of the most rewarding parts of what we do.”
Ace Places is now seeking franchise partners across the UK, with a long-term ambition to create collections in 50 towns and cities, building a nationwide network of locally owned businesses that celebrate independent communities while giving back through every pack sold.
Emma’s vision doesn’t stop there.
“I’d love to see Ace Places in 50 towns across the UK and one day celebrate selling our millionth pack. Every new town means another entrepreneur building something meaningful, another community championing its independent businesses and another local charity benefiting from every pack sold.
“If we achieve those milestones, it won’t simply be because we’ve grown a business, it’ll be because we’ve helped thousands of people discover somewhere new, supported independent businesses across the country and inspired communities to fall in love with where they live. That’s the legacy I want Ace Places to create.”