The iconic Brighton Palace Pier has been formally put on the market, with global property consultancy Knight Frank appointed to handle the sale. The move follows the pier's owners, Brighton Pier Group, revealing plans to offload the landmark amusement park two months ago, citing a severe and persistent trading environment.
Historic Pier Faces Economic Headwinds
The Grade II-listed pier, a 1,700-foot-long structure first opened in 1899, is one of the UK's most recognisable seaside destinations. It features two arcades, 19 funfair rides, a restaurant, and events space, and has been used as a filming location for numerous productions.
This sale is a central part of a wider strategy by Brighton Pier Group to divest its leisure assets. The group, chaired by entrepreneur Luke Johnson, first disclosed the strategic shift in November 2025, just six months after delisting from the London Stock Exchange's AIM market to become a private company.
In its first accounts as a private entity, the group confirmed it was exploring the sale of some or all of its remaining assets, which also include a chain of mini-golf sites and Lightwater Valley Adventure Park in Yorkshire.
Soaring Costs and Falling Sales Prompt Sale
The decision to sell comes as the broader hospitality sector grapples with significant economic pressures. Brighton Pier Group has been hit by a perfect storm of rising costs and softening demand.
Chief Executive Anne Ackord stated that the group's costs have surged by 50% in just a few years, driven in part by stubbornly high electricity bills. Simultaneously, like-for-like sales fell by 4% in 2024, the most recent year reported. This led the operator to double its admission fee to £2 in March 2025.
The sector has also been disproportionately affected by government fiscal policies, including a major 2024 raid on employer National Insurance contributions and a controversial business rates shake-up, which have left many hospitality businesses facing much larger tax bills.
A 'Profitable Business' with 'Significant Potential'
Despite the challenges, the pier's leadership frames the sale as an opportunity. "Brighton Palace Pier is a profitable, standalone business with significant potential to build on its already strong popularity," said Anne Ackord. "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."
The group purchased the pier for £18 million in 2016. John Rushby, partner and head of specialist leisure at Knight Frank, highlighted the pier's unique appeal: "Brighton Palace Pier stands out as one of the country’s most significant heritage landmarks, offering a rare opportunity for a new owner to build on its strong foundations."
The sale process is now formally underway, marking a potential new era for the 127-year-old seafront treasure.
