David Sullivan has regained control of West Ham’s transfer dealings this January, and many fans are already noticing the shift.

Frustrated with how Tim Steidten and Julen Lopetegui spent £155m in the summer, Sullivan, the majority owner, has taken back full control of signings.

While it was always Sullivan and the board who had the final say on deals suggested by Steidten, Lopetegui, and David Moyes, Sullivan made it clear that he is now in charge once again, with input from Steidten and the manager.

This move has divided opinion among West Ham supporters, especially with some of the players the club is reportedly targeting.

While Sullivan’s return to the transfer scene invites potential criticism, it’s worth noting that he was responsible for securing one of the summer’s standout signings, Crysencio Summerville.

The Dutch winger has impressed fans with his exciting performances, and at just 22, he fits the profile of the type of player many expected West Ham to build around. Best of all, the Hammers managed to sign Summerville for a reasonable £26m.

Now, Sullivan will be judged on what he accomplishes in this window. The top priorities are bringing in a striker and a midfielder, with a potential need for a defender depending on the status of Jean-Clair Todibo’s abductor injury.

Over the past week, there’s been a noticeable increase in the number of strikers linked with the club, prompting some cynics to claim that Sullivan is resorting to a “scattergun approach.”

Ultimately, West Ham’s success this month will come down to who they manage to sign, not the noise surrounding it. Heading into January, the club’s owners made it clear that West Ham is nearing its PSR limit and would need to sell players in order to buy.

This has led to an increased focus on loan moves, with many reports indicating that West Ham is looking to strengthen without exceeding financial constraints.

“We are up to our FFP maximum,” the senior London Stadium contact told Hammers News.

“So unless we increase income or move players there is very little room to do much.

“But never say never.”

Several players, including Edson Alvarez, Vladimir Coufal, Guido Rodriguez, and others, have been linked with moves away from West Ham. Niclas Fullkrug was also rumored to be on his way out until a hamstring injury sidelined him for the next three months.

Against this backdrop, fans were surprised by transfer news that surfaced yesterday.

David Sullivan has found himself in a tough spot after a major West Ham transfer leak. Football correspondent Graeme Bailey revealed that West Ham had made a fresh £40m bid for Aston Villa’s Jhon Duran.

However, Bailey later informed Hammers News that West Ham’s offer was rejected, as Villa is asking for between £65-70m to even consider selling the Colombian forward.

This asking price is £30m more than what West Ham could have secured Duran for in the summer before Tim Steidten opted to allocate funds for other signings, including Fullkrug and Luis Guilherme.

Interestingly, Bailey also mentioned that Duran himself would be open to a move, as he is eager to secure a first-choice role.

Since news of the Duran bid broke, Sullivan has confirmed the move to Claret and Hugh.

“We’ve tried, but PSG and a few foreign clubs have outbid us,” the site was told.

“We never mention to supporters failed bids as it frustrates them.”

Aston Villa’s Duran, who has scored 12 goals in 26 appearances this season, has been on West Ham’s radar for quite some time.

Despite recently signing a new contract at Villa Park, rumors surrounding his future persist.

Paris Saint-Germain reportedly explored a swap deal involving the Colombian striker, whose potential has attracted interest from clubs across Europe.

Meanwhile, West Ham, eager to strengthen their attacking options this month, submitted a bid for Duran last week.

According to TBR Football chief correspondent Graeme Bailey, Aston Villa rejected West Ham’s offer, which was significantly below their valuation.

While West Ham previously considered signing Duran in the summer but refused to exceed £30 million, their latest bid surpassed that amount.

However, it still fell far short of Villa’s demands, with the club reportedly valuing the 21-year-old at over £60 million.

Duran is keen to secure a role as a first-choice striker, making him open to a move away from Villa Park. He would be interested in joining West Ham and playing at the London Stadium.

In December, following a Champions League goal against RB Leipzig, Duran expressed his happiness at being a Villa player and acknowledged the healthy competition with Ollie Watkins. While this dynamic benefits the club, it may be less favorable for Duran’s personal ambitions behind the scenes.

Speaking in the wake of links away, Duran said: “I’m just happy to be here. I actually love the competition I have going with Ollie Watkins.

“When it’s my turn, I will step up, and hopefully I can score and help the team.”

Although Duran has scored seven Premier League goals for Aston Villa this season, he has only managed to secure four league starts.

If he were to move to East London, the Colombian would likely step in as Graham Potter’s first-choice striker, particularly with Niclas Fullkrug sidelined by an untimely injury.

Nottingham Forest are unlikely to be very active in this month’s transfer window, though a few players might still be considered potential targets before the window closes.

In the short term, Forest face an important fixture against Liverpool, who have had an excellent start to the 2024/25 season and are currently performing well in the Premier League.

One player linked with Forest is Kang-in Lee from PSG, who is attracting interest from several clubs this month. Forest have reportedly joined the race for his signature.

However, it’s possible the club will hold off on significant spending. With European football a realistic goal next season, owner Evangelos Marinakis might prefer to save funds for the summer transfer window.

There could also be departures from the City Ground. Andrew Omobamidele has been linked with Leeds, while Willy Boly appears to have received interest from EFL clubs. According to Alan Nixon via his Patreon, Joe Gardner might leave on loan this month, with multiple EFL clubs showing interest.

Gardner has been praised for his performances, including by James Perch, who highlighted his display in a B-Team win over Carlisle in the EFL Trophy. Nuno Espirito Santo also commended Gardner after his FA Cup debut against Bristol City during the 2023/24 season.

A loan move seems to be the next step in Gardner’s development. The report suggests Burton is leading the race to sign the teenager, with Harrogate and Morecambe also expressing interest.

Gardner has impressed this season, scoring five goals and providing two assists in 13 appearances for Warren Joyce’s B-Team. He is versatile, capable of playing as a center forward or a number 10.

While loaning out players is beneficial, it’s crucial to choose the right clubs that suit their style and ensure adequate game time for their growth.

Previous loans for Esapa Osong and Manni Norkett to Rotherham and Cheltenham, respectively, were unsuccessful, as both players returned to Forest due to limited minutes.

For Gardner, securing a loan where he can regularly play and gain experience against senior opponents is vital for his progression.