Brighton Palace Pier has been listed for sale as the current owner seeks a new buyer before summer. Knight Frank has been chosen by Brighton Pier Group to manage the sale of the 127-year-old pier, which was acquired for £18 million in 2016. The Grade II listed pier, opened in 1899, is being sold by Brighton Pier Group due to declining visitor numbers and increased expenses.
Earnings for the pier dropped to £300,000 in 2024 from £1.7 million the previous year, with 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 of the following year.
Anne Ackord, the CEO of The Brighton Pier Group, highlighted the profitability and potential of Brighton Palace Pier, emphasizing the opportunity for the new owner to contribute to its future success. The BBC reported that Ackord stated a buyer should ideally be in place by summer, with the sale price expected to be in the “many millions” range.
The pier boasts two arcades, 19 amusement rides, a restaurant, bars, kiosks, event space, and a children’s play area, attracting nearly four million visitors annually. Brighton Pier Group also plans to sell its Lightwater Valley theme park in North Yorkshire for £3 million after facing subdued trading in 2025.
Ackord cautioned in March about undervaluing tourism in Brighton, emphasizing the importance of collective action to secure the city’s future. She cited the challenging trading environment of recent years, marked by a 50% increase in overall costs alongside the introduction of the £2 entry fee.
Potential buyers, both domestic and international, are expected to show interest in acquiring Brighton Palace Pier, offering an opportunity to shape the future of this iconic landmark.