Brighton Palace Pier is currently on the market for sale, with the current owner aiming to secure a buyer before summer. The renowned 127-year-old pier, a Grade II listed establishment that was acquired by Brighton Pier Group for £18 million in 2016, is being managed for sale by Knight Frank.
Struggling with declining visitor numbers and escalating expenses, Brighton Pier Group, which operates various leisure sites and mini-golf venues, has decided to sell the iconic 1,722-foot-long pier. Earnings for the pier plummeted to £300,000 in 2024 from £1.7 million the previous year as like-for-like sales declined by 4%. To counter the drop in visitor numbers, the company implemented a £1 entry fee for non-residents in 2024, which was later increased to £2 in March of the following year.
Anne Ackord, the CEO of The Brighton Pier Group, revealed that the pier attracts nearly four million visitors annually. She emphasized that Brighton Palace Pier is a profitable business with significant potential for growth and urged potential buyers to seize the opportunity to shape the future of this beloved national landmark.
According to reports from the BBC, Ms. Ackord mentioned that interested buyers should be prepared to invest “many millions” in the acquisition. The pier boasts two arcades, 19 funfair rides, a restaurant, two bars, kiosks, event spaces, and a children’s soft play area, making it an attractive investment prospect for both domestic and international buyers.
In light of subdued trading in 2025, Brighton Pier Group had announced its contemplation of selling the pier last November. Additionally, the company is seeking buyers for its Lightwater Valley theme park in North Yorkshire for £3 million. Ms. Ackord expressed concerns in March about the city’s underestimation of the significance of tourism and the challenges posed by escalating costs, highlighting the necessity for collective action to ensure a prosperous future for Brighton’s tourism sector.