Brighton Palace Pier is up for sale as the current owner aims to secure a buyer before the summer. Knight Frank has been tasked by Brighton Pier Group to manage the sale of the historic 127-year-old pier, which was acquired for £18 million in 2016. The decision to sell the renowned 1,722ft long pier comes as Brighton Pier Group, known for operating various leisure sites and mini-golf venues, grapples with declining visitor numbers and escalating expenses.
In 2024, earnings plummeted to £300,000 from £1.7 million the previous year, alongside a 4% decline in like-for-like sales. To mitigate the drop in visitor numbers, the company implemented a £1 entry fee for non-residents, which was later increased to £2 in March the following year. Approximately four million individuals visit Brighton Pier annually. Anne Ackord, the CEO of The Brighton Pier Group, highlighted the pier’s profitability and substantial potential for further growth, emphasizing the opportunity for potential buyers to contribute to its future success.
Ms. Ackord indicated that any interested party should aim to finalize the purchase by summer, although the exact sale price has not been disclosed, with expectations set at “many millions.” The pier boasts two arcades, 19 funfair rides, a restaurant, two bars, kiosks, event space, and a children’s soft play area, making it an attractive investment prospect. Brighton Pier Group expressed intentions to attract both domestic and international buyers.
Following lackluster trading in 2025, the firm also announced plans to sell the Lightwater Valley theme park in North Yorkshire for £3 million. Ms. Ackord cautioned in March about the importance of not taking tourism for granted in Brighton, stressing the need for collaborative efforts to ensure a prosperous future. She noted the challenging trading environment in recent years, with costs rising by approximately 50%, underscoring the necessity for strategic action within the city.