Funky Pigeon Sells to Card Factory for £24m
Deal News | Jul 29, 2025 | Home of Direct Commerce
WH Smith has agreed to sell its online personalized greetings card and gifts business, Funky Pigeon, to Card Factory for £24 million, contingent on regulatory approvals. The transaction is expected to close by the end of 2025. Funky Pigeon, which operates from Bristol and Guernsey, has been generating approximately £30 million in annual revenues for WH Smith, which is refocusing on its travel location and hospital-based retail ventures. Card Factory plans to leverage Funky Pigeon's platform to expand its online presence in the greetings card and gift sector, utilizing both Funky Pigeon's online fulfilment facility in Guernsey and its own operations in Yorkshire. Darcy Willson-Rymer, CEO of Card Factory, emphasized that the acquisition supports Card Factory's strategy to become a leading omnichannel retailer in the celebration occasions market. The Card Factory team is looking forward to integrating Funky Pigeon's expertise and technology.
Sectors
- Retail
- E-commerce
Geography
- United Kingdom – Both Funky Pigeon and Card Factory operate primarily in the UK, with Funky Pigeon having facilities in Bristol and Guernsey, and Card Factory's operations based in Yorkshire.
Industry
- Retail – This transaction involves the sale of Funky Pigeon, a retailer specializing in personalized greetings cards and gifts, to Card Factory, another company in the retail industry.
- E-commerce – Funky Pigeon's digital platform is a significant part of the transaction, with Card Factory aiming to strengthen its online presence in the greetings and gift sector.
Financials
- £24 million – The purchase price for Funky Pigeon by Card Factory.
- £30 million – Approximate annual revenue generated by Funky Pigeon for WH Smith.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Funky Pigeon | Target Company | Company | An online personalized greetings card and gifts business owned by WH Smith. |
| WH Smith | Selling Company | Company | A UK-based retail group selling Funky Pigeon to focus on travel and hospital-based retail chains. |
| Card Factory | Bidding Company | Company | A retailer of greetings cards and gifts, acquiring Funky Pigeon to enhance its digital presence. |
| Darcy Willson-Rymer | CEO of Card Factory | People | CEO of Card Factory, who stated the strategic importance of the acquisition. |