One of Britain's most famous seaside attractions, Brighton Palace Pier, has been officially listed for sale by its current owners following a period of severe financial difficulty.
Financial Pressures Force Sale of National Treasure
The Brighton Pier Group has appointed real estate firm Knight Frank to handle the disposal of the Grade II listed structure. The pier, which first opened in 1899, is a 1,722ft long landmark that has defined the Brighton seafront for 127 years. The decision to sell stems from a perfect storm of falling visitor numbers and a sharp increase in operational costs, which have reportedly risen by around 50% in recent years.
Financial performance has deteriorated dramatically. Reports show earnings dropped to just £300,000 in 2024, a staggering fall from the £1.7 million recorded the previous year. Like-for-like sales also declined by 4%, with the group describing the 2025 trading environment as "subdued".
Controversial Fees and Future Hopes
In a bid to stabilise finances, management introduced a £1 entry fee for non-residents in 2024, which was then doubled to £2 in March 2025. Chief executive Anne Ackord defended the move as a necessary step during a "very difficult trading situation".
The sale includes the entire pier complex, which features:
- Two arcades
- 19 funfair rides
- A soft play area
- A restaurant and two bars
- Various kiosks and dedicated event spaces
While an exact asking price has not been disclosed, potential buyers are advised they will need "many millions". The current group purchased the asset for £18 million in 2016. The owners are aiming for a swift transaction, with the hope of securing a new buyer by the summer of 2026, and anticipate interest from both UK and international investors.
Wider Strategic Divestment
This sale is part of a broader strategic shift for The Brighton Pier Group, which is also seeking a buyer for its Lightwater Valley theme park in North Yorkshire, with an asking price of £3 million. This indicates a concerted effort to offload major leisure assets in response to challenging market conditions across the sector.
The fate of the iconic pier now hangs in the balance, as its owners seek a new custodian capable of steering the beloved landmark into a more sustainable future.
