Brighton Palace Pier is now on the market for sale as the current owner aims to secure a buyer by summertime. Knight Frank has been tasked by Brighton Pier Group to oversee the sale of the historic 127-year-old pier, which was acquired by the group for £18 million in 2016.
Facing challenges of declining visitor numbers and escalating costs, Brighton Pier Group, known for managing various leisure venues and mini-golf sites, has decided to sell the renowned 1,722ft pier. In 2024, the company saw its earnings drop to £300,000 from £1.7 million the previous year, attributed to a 4% decrease in like-for-like sales. To counter the decline in visitors, the company implemented a £1 entry fee for non-residents in 2024, later raised to £2 in March the following year.
Annually, nearly four million individuals visit Brighton Pier. The CEO of The Brighton Pier Group, Anne Ackord, expressed that the pier is a financially viable business with substantial potential for further growth. She emphasized that the sale represents an opportunity to participate in shaping the future of this national treasure and continuing its remarkable legacy.
Ms. Ackord indicated that any potential buyer should be prepared to finalize the purchase by summer. While the exact selling price has not been disclosed, it is expected to be in the millions. The pier boasts two arcades, 19 amusement rides, dining facilities, bars, kiosks, event spaces, and a children’s play area, attracting interest from both domestic and international buyers.
Following a period of lackluster trading in 2025, Brighton Pier Group announced intentions to explore a sale of the pier. Additionally, the group is seeking buyers for its Lightwater Valley theme park in North Yorkshire priced at £3 million. Ms. Ackord cautioned the community in March about the importance of tourism in Brighton and the need for collective action to secure a prosperous future.
Citing significant cost increases over recent years, she highlighted the challenging trading environment that led to the implementation of the £2 entry fee. The company remains optimistic about the level of interest the sale will generate both locally and globally.