Brighton Palace Pier is now on the market as the current owner aims to secure a buyer before summer arrives. Knight Frank has been selected 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.
Struggling with declining visitor numbers and increased expenses, Brighton Pier Group has decided to sell the renowned 1,722-foot long pier. Earnings dropped to £300,000 in 2024 from £1.7 million the previous year, with a 4% decrease in like-for-like sales. Implementing a £1 entry fee for non-residents in 2024, later raised to £2 in March the following year, helped offset the decline in visitors.
Approximately four million individuals visit Brighton Pier annually. Anne Ackord, CEO of The Brighton Pier Group, emphasized that Brighton Palace Pier is a profitable independent business with substantial potential for further growth.
The BBC reports that Ms. Ackord indicated any potential buyer should aim to finalize the purchase by summer. While the exact selling price has not been disclosed, the group mentioned that interested buyers would need to invest “millions.” The pier boasts two arcades, 19 amusement rides, a restaurant, two bars, kiosks, event spaces, and a children’s play area, attracting interest from domestic and international investors.
Following lackluster trading in 2025, Brighton Pier Group announced in November its contemplation of selling the pier. Additionally, the company is seeking buyers for its Lightwater Valley theme park in North Yorkshire for £3 million. Ms. Ackord cautioned in March about the importance of not taking tourism in Brighton for granted, stressing the need for collective action to secure a prosperous future.
She highlighted the challenges faced due to a significant increase in costs over recent years, exacerbated by the introduction of the £2 entry fee.