Brighton’s Grade II listed pier has been put up for sale for the first time in 25 years.

Noble Group, the leisure and amusements operator, is to sell the pier after having spent £35m since 1984 renovating the pier.

The company will sell the pier within its holding company, the Brighton Marine Palace Pier Company, which was established by an act of parliament in 1888 to develop and operate the pier.

David Biesterfield, Noble’s development director, said: “Over eight million visitors come to Brighton annually and its status, as ‘London by the Sea’, the resurgence of British tourism and the forthcoming Olympics, represent an exciting opportunity for further increasing the number of visitors to the pier.”

Brighton Pier currently comprises 18 themed attractions, two amusements arcade as well as bars and a restaurant.

GVA Humberts Leisure has been appointed to sell it.