Brighton Palace Pier has been listed for sale, as the current owner aims to secure a buyer before the summer season. Knight Frank has been chosen by Brighton Pier Group to manage the sale of the historic 127-year-old pier, which was acquired for £18 million in 2016. The Grade II listed pier, opened in 1899, is known for its 1,722-foot length and is operated by Brighton Pier Group, a company that also oversees various leisure facilities and mini-golf venues.
Facing a decline in visitor numbers and escalating operational expenses, Brighton Pier Group decided to sell the iconic pier. In 2024, the company’s earnings dropped to £300,000, a significant decrease from £1.7 million the previous year, as comparable sales decreased by 4%. 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, which helped mitigate the impact of dwindling foot traffic.
The pier attracts nearly four million visitors annually. Anne Ackord, CEO of The Brighton Pier Group, emphasized that Brighton Palace Pier presents a lucrative business opportunity with substantial potential for growth. Ackord highlighted the significance of this sale as an opportunity for prospective buyers to contribute to the pier’s legacy and shape its future.
According to reports from the BBC, potential buyers are expected to finalize the purchase before the summer, with the selling price likely to be in the multimillion-pound range. The pier boasts two arcades, 19 amusement rides, a restaurant, two bars, kiosks, event spaces, and a children’s play area, making it an attractive investment for both domestic and international buyers.
In light of underwhelming financial performance in 2025, Brighton Pier Group announced its intention to explore a sale, including the Lightwater Valley theme park in North Yorkshire, listed at £3 million. Ackord cautioned about the importance of tourism to Brighton’s economy, urging collective action to safeguard the city’s future amidst rising operational costs and admission fees.