Brighton Palace Pier put up for sale

Brighton Palace Pier has been placed on the market by its owners, Brighton Pier Group, which acquired the pier in 2016 for £18million. The Grade II* listed landmark, which stretches 1,722 feet into the English Channel, is being sold for an undisclosed sum, though industry sources suggest the deal will require a multi-million-pound investment.

The decision follows a difficult trading period for the pier, with visitor numbers and revenues falling in 2024. Like-for-like sales dropped by around 4% compared with the previous year, while annual earnings fell sharply from £1.7 million to £300,000. Rising operational costs - up by nearly 50% - and poor summer weather have compounded the financial strain. In an effort to offset losses, management introduced an entrance fee for non-residents, which increased from £1 to £2 last year.

Knight Frank has been appointed to handle the sale, with hopes of securing a new owner before the busy summer season. Anne Ackord, Chief Executive of Brighton Pier Group, described the move as part of a wider strategy to deliver shareholder returns. “Brighton Palace Pier is a profitable, standalone business with significant potential,” she said, calling the opportunity “a chance to be part of the next chapter in a remarkable story.”

Opened in 1899, the pier remains one of Britain’s most iconic seaside attractions, drawing nearly four million visitors annually. It features two arcades, 19 funfair rides, bars, restaurants, kiosks, and event spaces. Ackord acknowledged the emotional weight of the sale: “It’s not just a national treasure but a Brighton treasure as well. You are buying a piece of history.”

Councillor Jacob Taylor, Deputy Leader of Brighton & Hove City Council and Cabinet Member for Finance and City Regeneration, said: “Brighton & Hove is a city on the rise – full of energy, creativity and opportunity. Brighton Palace Pier is an iconic part of our seafront, and its sale is an important moment.

“We’re confident that, alongside major investments like the restoration of Madeira Terrace and new leisure spaces at Black Rock and Hove Beach Park, Brighton & Hove will continue to thrive. This is a city with a proven track record and a bold vision for what’s next.

“While it is privately owned, we will work closely with the current and new owners to ensure the Pier and our seafront continues to thrive.”