Brighton Palace Pier is now on the market for sale, with the current owner aiming to secure a buyer before the summer season. Knight Frank has been selected by the Brighton Pier Group to oversee the sale of the historic 127-year-old pier, which was acquired for £18 million in 2016.
The Brighton Pier Group, which manages various leisure locations and mini-golf facilities, has decided to sell the renowned 1,722-foot pier due to declining visitor numbers and escalating expenses. Earnings dropped to £300,000 in 2024, a decrease from £1.7 million the previous year, with a 4% decline in like-for-like sales. The introduction of a £1 entry fee for non-residents in 2024, later increased to £2 in March of the following year, helped offset the decline in visitor numbers.
Anne Ackord, the CEO of The Brighton Pier Group, stated that nearly four million individuals visit Brighton Pier annually. She emphasized that Brighton Palace Pier is a profitable business with substantial potential for growth. Interested buyers are urged to act quickly, as the group aims to have a new owner in place by the summer. While the asking price has not been disclosed, potential buyers should be prepared to invest significant funds.
The pier boasts two arcades, 19 amusement rides, a restaurant, two bars, kiosks, event spaces, and a children’s play area. The company anticipates interest from both domestic and international buyers. In addition to the pier, Brighton Pier Group is also seeking buyers for its Lightwater Valley theme park in North Yorkshire, priced at £3 million.
Ms. Ackord cautioned in March about the importance of not taking tourism for granted in Brighton. She highlighted the challenges faced by the pier, including a 50% overall increase in costs over the past few years. The company’s decision to sell the pier follows a period of lackluster trading in 2025.
The Brighton Palace Pier sale presents an opportunity for investors to shape the future of this iconic landmark and be part of its ongoing legacy.