The iconic Brighton Palace Pier, a Grade II listed structure and a staple of the British seaside, has officially been put up for sale. Its current owners hope to secure a new buyer by the summer of 2026.
Financial Pressures Force Sale of Historic Landmark
The Brighton Pier Group, which purchased the pier for £18 million in 2016, has appointed the estate agency Knight Frank to handle the sale. The decision follows a period of subdued trading, with the company's earnings from the pier plummeting to just £300,000 in 2024, down sharply from £1.7 million the year before.
Like-for-like sales dropped by 4%, prompting the introduction of an entry fee to offset falling visitor numbers and soaring operational costs. A £1 charge for non-residents began in 2024 and was later doubled to £2 in March 2025.
A 'National Treasure' with Significant Potential
Despite recent challenges, the pier remains a major draw, attracting almost four million visitors annually. Anne Ackord, Chief Executive of The Brighton Pier Group, described the pier as a "profitable, standalone business with significant potential."
"This is more than just the sale of an asset," she stated. "It is an opportunity to become part of the next chapter in a remarkable story and shape the future of this national treasure." The 1,722-foot-long pier boasts a wide array of attractions, including:
- Two arcades
- 19 funfair rides
- A restaurant and two bars
- Multiple kiosks and event space
- A children's soft play area
Warning for Brighton's Tourism Future
Ms Ackord has previously voiced concerns about the local attitude towards the tourism sector, which is vital to the pier's success. In March 2025, she warned that Brighton must not take visitors for granted, citing a "lack of recognition in this city about how important tourism is."
She attributed the need for the entry fee to a "very difficult trading situation," where overall costs had risen by approximately 50% over the last few years. The Brighton Pier Group is also seeking a buyer for its Lightwater Valley theme park in North Yorkshire, priced at £3 million.
The sale process is now underway, with interest expected from both UK and international buyers. While an official asking price has not been disclosed, prospective purchasers are advised they will need "many millions" to acquire this piece of British heritage.
