Card Factory acquired Funky Pigeon, the online personalised greeting cards and gifting platform, from WHSmith for £5 million. The strategic deal, which is expected to be completed in early August 2025, marks a significant move for Card Factory as it expands its presence in the digital cards and gifts sector. Funky Pigeon will continue to operate as an independent brand and will benefit from integration into Card Factory’s supply chain, leveraging its design, sourcing, and fulfillment capabilities.
WHSmith’s decision to sell Funky Pigeon follows a comprehensive strategic review, with the retailer now focused on its core travel and high street businesses. Despite Funky Pigeon’s brand recognition, WHSmith noted the operation had been impacted by a cyber incident in 2022 and no longer aligned with its long-term growth strategy. For Card Factory, the acquisition brings not only additional digital revenue streams but also access to a broader customer base and a complementary e-commerce platform.
Card Factory CEO Darcy Willson-Rymer stated that the acquisition supports the company’s strategic plan to become a leading omnichannel retailer in the celebrations market. “Funky Pigeon has a strong brand and an established online presence. Combined with our vertically integrated model, this deal creates significant opportunities to drive digital growth and value creation,” he said.
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