Brighton’s iconic Palace Pier is now on the market for sale, as the current owner seeks a new buyer before summer. Knight Frank has been appointed by Brighton Pier Group to oversee the sale of the 127-year-old Grade II listed pier, acquired by the group for £18 million in 2016.
Struggling with declining visitor numbers and increasing costs, Brighton Pier Group, which operates various leisure sites and mini-golf venues, has decided to sell the notable 1,722ft long pier. Earnings dropped to £300,000 in 2024 from £1.7 million the previous year, with a 4% decline in like-for-like sales. Introducing a £1 entry fee for non-residents in 2024, later increased to £2 in the following year, helped offset the decrease in visitors.
Anne Ackord, the Chief Executive of The Brighton Pier Group, stated that Brighton Palace Pier remains a profitable business with significant growth potential, attracting nearly four million visitors annually. She emphasized that the sale presents an opportunity to contribute to the ongoing success and future of this beloved landmark.
According to reports from the BBC, the group aims to finalize the sale with a new owner in place by summer, though the exact selling price has not been disclosed. The pier offers various attractions including two arcades, 19 funfair rides, a restaurant, bars, kiosks, event space, and a children’s play area, drawing interest from both UK and international buyers.
In light of subdued trading in 2025, Brighton Pier Group had previously announced plans to explore a sale of the pier. Additionally, the firm is seeking buyers for its Lightwater Valley theme park in North Yorkshire for £3 million. Ackord also stressed the importance of tourism for Brighton’s future, highlighting the challenges faced due to rising costs and the introduction of entry fees.
The ongoing situation underscores the need for collaborative efforts to sustain the tourism industry in Brighton and secure a prosperous future for all stakeholders.