Brighton Palace Pier is currently on the market for sale as the current owner aims to secure a buyer before summer arrives. The renowned 127-year-old pier, a Grade II listed establishment that was acquired by Brighton Pier Group for £18 million in 2016, has been entrusted to Knight Frank for the sale process.
Facing challenges of declining visitor numbers and escalating expenses, Brighton Pier Group, known for managing various leisure sites and mini-golf venues, has made the decision to sell the iconic 1,722-foot-long pier. In 2024, the company’s earnings decreased to £300,000 from £1.7 million the previous year, with a 4% drop in like-for-like sales. To counterbalance the decline in visitors, the company introduced a £1 entry fee for non-residents in 2024, which was later raised to £2 in March the following year.
With nearly four million annual visitors, Anne Ackord, the chief executive of The Brighton Pier Group, emphasized the profitability and potential of Brighton Palace Pier. Ackord stated, “This sale represents an opportunity to participate in shaping the future of this national treasure and continuing its success story.”
According to reports from the BBC, potential buyers are encouraged to finalize their purchase before summer, although the exact sale price has not been disclosed, it is anticipated to be in the multimillion range. The pier boasts two arcades, 19 funfair rides, a restaurant, bars, kiosks, event spaces, and a children’s play area, attracting interest from both domestic and international investors.
In light of subdued trading in 2025, Brighton Pier Group announced its consideration of selling the pier and is also seeking buyers for its Lightwater Valley theme park in North Yorkshire. Ackord cautioned about the importance of tourism for Brighton’s future sustainability, stressing the need for collective actions to address the challenges faced by the tourism industry in the city. She highlighted the financial strain on the pier due to a substantial increase in operational costs over the past few years.