Brighton Palace Pier is on the market for sale as the current owner aims to secure a buyer before summer. The 127-year-old pier, a Grade II listed venue, was acquired by Brighton Pier Group for £18 million in 2016, with Knight Frank appointed to oversee the sale.
Facing challenges such as declining visitor numbers and increased costs, Brighton Pier Group, known for operating various leisure sites and mini-golf venues, has decided to sell the iconic 1,722ft long pier. Earnings dropped to £300,000 in 2024 from £1.7 million in the previous year, with a 4% decrease in like-for-like sales. To offset the decline in visitors, the company introduced a £1 entry fee for non-residents in 2024, later raising it to £2 in March last year.
Anne Ackord, the CEO of The Brighton Pier Group, highlighted the profitability of Brighton Palace Pier, attracting nearly four million visitors annually. Ackord emphasized that the sale presents an opportunity to participate in shaping the future of this national treasure.
The BBC reported that potential buyers are expected to take over the pier by summer, though the exact sale price has not been disclosed. The pier boasts two arcades, 19 funfair rides, a restaurant, bars, kiosks, event spaces, and a children’s play area, garnering interest from both UK and international investors.
In response to subdued trading in 2025, Brighton Pier Group announced its intention to sell the pier and also seek buyers for its Lightwater Valley theme park in North Yorkshire for £3 million. Ackord cautioned about the importance of tourism for Brighton’s future, urging collective action to address the challenges faced by the city’s tourism industry.
She noted the financial strain caused by a significant increase in costs, including the impact of the £2 entry fee implemented in recent years. The company anticipates strong interest from prospective buyers, signaling a pivotal moment for the future of Brighton Palace Pier.