Brighton’s iconic Palace Pier has been put available on the market after virtually a decade beneath the possession of serial entrepreneur Luke Johnson, underscoring the mounting stress dealing with Britain’s leisure and hospitality companies.
The Grade II*-listed attraction, which opened in 1899 and stays one of many UK’s most recognisable seaside landmarks, is being offered by Brighton Pier Group, which has appointed Knight Frank to supervise the sale.
The choice comes in opposition to the backdrop of declining footfall, rising employment prices and a sustained squeeze on client discretionary spending — a well-known mixture for a lot of operators throughout the UK’s customer economic system.
Anne Ackord, chief govt of Brighton Pier Group, described the pier as “a worthwhile, standalone enterprise with vital potential”, however acknowledged the “extraordinarily difficult buying and selling surroundings” now dealing with leisure belongings.
Accounts present that revenues from the pier division fell to £14.9m in 2024, down from £15.6m the earlier yr. Like-for-like gross sales declined by 4%, with the enterprise citing a second consecutive summer time of poor climate and softer tourism demand in Brighton.
A rise within the admission cost from £1 to £2, launched in March 2025, helped to partially offset falling customer numbers, however couldn’t stop a pointy drop in profitability. Earnings earlier than curiosity, tax, depreciation and amortisation fell to simply £300,000 in 2024, down from £1.7m a yr earlier.
The pier had already seen a 3% decline in like-for-like gross sales in 2023, when practice strikes, a fireplace at a lodge reverse the doorway and hostile climate disrupted buying and selling.
No information worth has been disclosed. Brighton Pier Group acquired the asset in 2016 for £18m, when the corporate was nonetheless buying and selling as Eclectic Bar Group.
In its most up-to-date accounts, printed in November, the group booked impairments in opposition to the pier, lowering the online ebook worth of the “pier, touchdown stage and deck” to £13.7m, down from £17.3m the earlier yr.
On the time, the corporate stated it was actively exploring asset gross sales in response to “continued cost-of-living pressures”, weaker client spending, will increase within the nationwide dwelling wage and nationwide insurance coverage contributions, and a discount in enterprise charges aid, pressures echoed by hospitality and leisure operators nationwide.
Brighton Pier Group is chaired by Johnson, the previous proprietor of PizzaExpress and Patisserie Valerie, who owns greater than 1 / 4 of the corporate. The group additionally operates bars and mini-golf venues.
Stretching 525 metres into the English Channel, Brighton Palace Pier options 19 fairground rides, two arcades with greater than 300 machines, and house for personal occasions. It attracts thousands and thousands of tourists annually and is broadly seen as a barometer for the well being of Britain’s seaside and home tourism economic system.
Ackord stated the sale was supposed to return capital to shareholders and permit a brand new proprietor to take the landmark ahead. “That is extra than simply the sale of an asset, it is a chance to form the subsequent chapter of a nationwide treasure,” she stated.
John Rushby, head of specialist leisure at Knight Frank, stated the pier represented “a uncommon alternative” for buyers searching for a heritage leisure asset with sturdy model recognition, regardless of near-term financial headwinds.
