‘National treasure’ Brighton Palace Pier put on sale block
The pier saw earnings tumble to £300,000 in 2024 from £1.7 million the previous year as like-for-like sales fell 4%.
Brighton’s Palace Pier has been put up for sale after struggling with visitor numbers in recent years and rising costs.
Owner Brighton Pier Group (BPG), which also runs a number of leisure sites and mini-golf venues, is reportedly hoping to find a buyer by the summer as it sells off assets across the group.
The company – chaired by former Pizza Express boss Luke Johnson – has appointed estate agents Knight Frank to handle the sale of the near 127-year-old pier, which it said was being made to “return capital to shareholders”.
The Grade II listed pier was first opened in May 1899 and was bought by Brighton Pier Group for £18 million in 2016.
Anne Ackord, chief executive of The Brighton Pier Group, said: “Brighton Palace Pier is a profitable, standalone business with significant potential to build on its already strong popularity.
“This is more than just the sale of an asset – it is an opportunity to become part of the next chapter in a remarkable story and shape the future of this national treasure.”
She said the firm is expecting interest from UK and overseas buyers.
The pier – which featured in famous films such as Brighton Rock and Quadrophenia – attracts nearly four million visitors a year.
But it saw earnings tumble to £300,000 in 2024 from £1.7 million the previous year as like-for-like sales fell 4%, with the group blaming a second consecutive year of poor summer weather.
It said the introduction of a £1 admission fee to non-residents in 2024 – doubled to £2 in March last year – had helped offset the drop in visitor numbers.
The pier is around 1,722ft long and offers attractions including two arcades, 19 funfair rides, a restaurant, two bars, kiosks, event space and a children’s soft play area.
BPG said in November it was considering a sale of the pier as it looked at offloading all or some of the assets owned by the group after suffering “subdued” trading in 2025, with falling sales compounded by soaring wage costs and property taxes.
The firm is also looking for buyers for its Lightwater Valley theme park in North Yorkshire.
