Addleshaw Goddard has advised Card Factory plc on its proposed acquisition of Funky Pigeon, the established online personalised cards and gifting business, from WH Smith PLC for a cash consideration of £24 million.

The transaction marks a significant strategic milestone for Card Factory as it accelerates its digital and omnichannel growth strategy. Upon completion, Card Factory will become the second largest online card and gifting retailer in the UK.

The Addleshaw Goddard team was led by Head of Private Equity Paul Medlicott and Associate Eleanor Chatterton, with support from colleagues across corporate, tax, commercial and competition practices.

The acquisition is expected to unlock material synergies across fulfilment, manufacturing and digital operations by combining Funky Pigeon’s Bristol- and Guernsey-based platforms with Card Factory’s in-house capabilities in West Yorkshire. Funky Pigeon’s proprietary digital infrastructure is also expected to become the core online platform for Card Factory’s UK and Ireland operations.

This latest transaction adds to Addleshaw Goddard’s growing track record of advising leading listed companies on strategically significant M&A and reinforces its position as a trusted legal adviser to household name retailers and consumer brands.