Brighton Palace Pier is currently on the market for sale, with the current owner aiming to secure a buyer before the summer season. The 127-year-old Grade II listed pier, which was acquired by Brighton Pier Group for £18 million in 2016, has appointed Knight Frank to oversee the sale process.
Facing challenges such as declining visitor numbers and increasing costs, Brighton Pier Group, known for managing various leisure sites and mini-golf venues, has decided to sell the iconic 1,722ft long pier. Earnings for the pier dropped to £300,000 in 2024 from £1.7 million the previous year, with a 4% decrease in like-for-like sales. To counter this decline, the company implemented a £1 entry fee for non-residents in 2024, which was later raised to £2 in March the following year.
Approximately four million individuals visit Brighton Pier annually. Anne Ackord, the CEO of The Brighton Pier Group, emphasized the profitability and potential of Brighton Palace Pier, stating that it offers a unique opportunity for interested buyers to contribute to its future success.
While the exact sale price has not been disclosed, potential buyers are expected to invest “many millions” in the acquisition. The pier features two arcades, 19 funfair rides, a restaurant, two bars, kiosks, event spaces, and a children’s soft play area. The company anticipates interest from both domestic and international buyers.
In response to subdued trading in 2025, Brighton Pier Group announced its intention to explore the sale of Brighton Palace Pier and is also seeking buyers for its Lightwater Valley theme park in North Yorkshire for £3 million. Ms. Ackord highlighted the importance of tourism to Brighton’s economy, cautioning against taking it for granted and emphasizing the need for collective action to address challenges.
The recent increase in the entry fee and rising operational costs have presented financial difficulties for the pier in recent years. Interested buyers are urged to act swiftly, with the expectation that a new owner will take over operations by the summer season.