Ipswich Town striker Sam Parkin has opted to join Luton Town, according to his other potential suitors Preston North End.
The former Chelsea and Swindon Town marksman has been a target for The Lilywhites and The Hatters this summer.
While both clubs had offers accepted by his club, it has now emerged that Parkin has chosen Kenilworth Road over the North West.
Deepdale boss Paul Simpson has been searching for a front man to bolster his attack since the end of last season and has been left understandably frustrated by the situation, with the transfer deadline fast approaching.
"It is disappointing that Sam has chosen to sign for Luton but we have to respect his decision," Simpson told the club's website.
"Everyone knows he was a player I was very keen on bringing to Preston because I believed he would improve the squad, that is now not going to happen and we will now turn our attentions elsewhere.
"His decision appears to be based solely on the location of Luton and its proximity to London, where his family and partner are based. We are told that the financial package exactly matched that of Luton but we could never compete on the location."
With the 25-year-old target now lost Simpson still hopes to bring in a centre back and already has some movement on a deal for another goalscorer.
"We have agreed a deal with a Premiership club to speak to a striker, we are hoping to speak to him today and we'll see how we go with that one," Simpson added.
The manager has a tricky trip to St Mary's to face Southampton to contend with first, as North End continue to compete in The Championship.