Brighton Palace Pier is up for sale as the current owner aims to secure a buyer before summer. The 127-year-old Grade II listed landmark, acquired by Brighton Pier Group for £18 million in 2016, is being handled 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 dipped to £300,000 in 2024 from £1.7 million in the previous year, with a 4% decrease in like-for-like sales. The company’s introduction of a £1 entry fee for non-residents in 2024, later increased to £2 in March the following year, helped offset the drop in visitor numbers.
Anne Ackord, the chief executive of The Brighton Pier Group, highlighted the pier’s profitability, emphasizing its potential for further growth despite the challenges. She stated, “Brighton Palace Pier is a profitable, standalone business with significant potential to build on its already strong popularity.”
Interested buyers are expected to make substantial offers, with the group hinting that the sale price would be in the “many millions” range. The pier boasts two arcades, 19 funfair rides, a restaurant, two bars, kiosks, event space, and a children’s soft play area, attracting almost four million visitors annually.
The group also announced plans to sell Lightwater Valley theme park in North Yorkshire for £3 million, following lackluster trading in 2025. Ackord cautioned about the importance of tourism to Brighton’s future, stressing the need for collective action to sustain the city’s appeal.
With the firm anticipating interest from both domestic and international buyers, the sale of Brighton Palace Pier marks a significant opportunity for investors to shape the future of this renowned national treasure.