Brighton Palace Pier is up for sale as its current owner aims to secure a buyer before summer. The 127-year-old Grade II listed pier, acquired by Brighton Pier Group for £18 million in 2016, is now being handled for sale by Knight Frank.
Brighton Pier Group, known for operating various leisure sites and mini-golf venues, is parting ways with the iconic 1,722ft long pier due to declining visitor numbers and escalating costs. Earnings dwindled to £300,000 in 2024 from £1.7 million the previous year, with a 4% drop in like-for-like sales. To counter the decrease in visitors, the company implemented a £1 entry fee for non-residents in 2024, later raised to £2 in March of the following year.
With nearly four million annual visitors, Brighton Pier remains a profitable entity with substantial growth potential, according to Anne Ackord, the CEO of The Brighton Pier Group. She emphasized that the sale represents an opportunity to contribute to the pier’s history and future success.
Although the exact sale price has not been disclosed, potential buyers are expected to invest “many millions” to acquire the pier, which boasts two arcades, 19 funfair rides, dining options, bars, kiosks, event spaces, and a children’s play area. The firm anticipates interest from both domestic and international buyers.
Following lackluster trading in 2025, Brighton Pier Group announced its intent to sell the pier and is also seeking buyers for its Lightwater Valley theme park in North Yorkshire. Ms. Ackord cautioned in March about the importance of tourism to Brighton’s economy, stressing the need for collaborative efforts to ensure a prosperous future. She highlighted the financial challenges faced by the pier in recent years, pointing out a significant rise in overall costs amidst the £2 entry fee implementation.
The BBC reported that Ms. Ackord expects a new buyer to take over operations by summer and emphasized the diverse attractions and potential of the pier, appealing to interested parties to participate in shaping its future.