Card Factory completes swoop for Funky Pigeon from WHSmith

The greeting cards specialist announced the deal on July 29, 2025, but completed the acquisition overnight.

Card Factory chief executive Darcy Willson-Rymer said: “This acquisition represents a key milestone in delivering our strategic ambition to build a scaled and competitive digital presence in the celebration occasions market.

“We welcome our new Funky Pigeon colleagues into the group and look forward to working together to accelerate our growth in the direct-to-recipient card and gifting segment, bringing together Funky Pigeon’s high-quality technology platform and digital expertise with our strong store estate and broader celebrations offer”.

In a short statement to the City, WHSmith confirmed the deal, adding that the sale of Funky Pigeon now “completes the move to becoming a pure play global travel retailer”. WHSmith divested its high street arm to Modella Capital in June.

In July, Card Factory said the acquisition of Funky Pigeon would make it the “second largest online card and attached gift retailer in the UK market, providing a great value offer to consumers across personalised cards, attached gifting and celebration essentials.”

Card Factory also said that group sales for the five months to June 30 “increased by mid-single digits year on year” and that full-year profit expectations remain unchanged.