Brighton Palace Pier is now on the market, with the current owner aiming to secure a buyer before summer. The renowned 127-year-old pier, a Grade II listed venue that opened in May 1899, was acquired by Brighton Pier Group for £18 million in 2016.
Facing challenges such as declining visitor numbers and increasing costs, Brighton Pier Group, which also operates various leisure sites and mini-golf venues, has decided to sell the iconic 1,722ft 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. To counter the decline in visitors, the company implemented a £1 entry fee for non-residents in 2024, which was raised to £2 in March the following year.
Anne Ackord, the CEO of The Brighton Pier Group, highlighted the pier’s profitability, emphasizing its substantial potential for further growth given its current popularity. She stated that the sale represents more than a mere transaction, offering an opportunity for a new owner to contribute to the ongoing success of this national treasure.
According to reports from the BBC, potential buyers are encouraged to finalize their purchase before the summer season. While the exact selling price has not been disclosed, interested parties should be prepared to invest “many millions.” The pier boasts two arcades, 19 funfair rides, a restaurant, two bars, kiosks, event spaces, and a children’s soft play area, making it an attractive investment prospect for both domestic and international buyers.
In light of lackluster trading in 2025, Brighton Pier Group expressed its intention to sell the pier back in November. Additionally, the company is seeking buyers for its Lightwater Valley theme park in North Yorkshire for £3 million. Ms. Ackord emphasized the importance of tourism to Brighton’s economy, cautioning against complacency and urging collective action to safeguard the city’s future.
She cited the challenging trading conditions faced by the pier in recent years, noting a significant overall increase in costs. The company’s decision to impose a £2 entry fee reflects the financial pressures experienced, prompting the need for strategic measures to sustain the pier’s operations.
