Reports had claimed that the Tigers had made an £8 million move for the Sunderland forward but, while confirming that he wants reinforcements up front, the manager denies the story
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Bruce, however, claims that he is pursuing other options in his search for extra firepower.
He told talkSPORT: "I woke up this morning and saw a story that we'd bid £8m [for Fletcher].
"I just thought: 'Where on earth have they got that from?' I haven't got a clue where it's come from.
"It's no secret we want to improve up front. We've got a couple of irons in the fire and, if they come off, then it would be fantastic. It would give the squad a lift by adding a striker.
"I've said for years that you're only as good as your strikers. That's the hardest part of any side to fill. Anyone we bring in has to improve our team, though."