Brighton Palace Pier is now on the market as the current owner aims to secure a buyer before summer. Knight Frank has been tasked by Brighton Pier Group to oversee the sale of the historic 127-year-old pier, which was acquired for £18 million in 2016. The Grade II listed attraction was inaugurated in May 1899.
Facing challenges such as declining visitor numbers and escalating expenses, Brighton Pier Group, which operates various leisure facilities and mini-golf courses, has made the decision to sell the iconic 1,722ft long pier. Earnings for the company dropped to £300,000 in 2024, a significant decrease from £1.7 million the previous year, with a 4% decline in like-for-like sales. To counter the drop in visitors, the company introduced a £1 entry fee for non-residents in 2024, later raised to £2 in March the following year.
Approximately four million individuals visit Brighton Pier annually. Anne Ackord, the CEO of The Brighton Pier Group, emphasized the profitability of Brighton Palace Pier, highlighting its substantial potential for further growth. Ackord stated, “This is not just the sale of a property; it is an opportunity to participate in the next phase of an extraordinary narrative and influence the future of this national landmark.”
According to reports from the BBC, Ackord mentioned that any potential buyer should aim to finalize the purchase by summer. While the exact selling price has not been disclosed, interested parties are expected to offer “millions” to acquire the pier, which 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 light of subdued trading in 2025, Brighton Pier Group announced its contemplation of selling the pier. The firm is also seeking buyers for its Lightwater Valley theme park in North Yorkshire, priced at £3 million. Ackord cautioned in March about the importance of not taking tourism in Brighton for granted, highlighting the challenges faced due to increased costs and the introduction of the entry fee.
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