Aston Villa have rejected an offer from West Ham to sign Jhon Durán on loan with an option to buy. David Moyes is looking for a forward this month but funds are limited because of financial fair play and profit and sustainability rules. West Ham have looked at the loan market and asked Villa about a deal for Durán, who has also attracted interest from Chelsea. Durán, who joined Villa for £18m from Chicago Fire last year, has scored two goals in the Premier League this season. The 20-year-old striker is behind Ollie Watkins in the pecking order and is eager for more opportunities. However Villa, who want to sign Morgan Rogers from Middlesbrough, are unwilling to let the Colombia international leave unless they sign a replacement. Unai Emery’s side are fourth in the league, are still in the Europa Conference League and visit Chelsea in the fourth round of the FA Cup on Friday. Villa do not want to leave themselves short on cover and it remains to be seen if West Ham plan to return with a new proposal. West Ham’s search for attacking reinforcements has been sparked by injuries to Jarrod Bowen, Michail Antonio and Lucas Paquetá, with Mohammed Kudus representing Ghana at the African Cup of Nations. They are one of the sides monitoring the Chelsea striker Armando Broja and are looking at left wingers. Moyes is also pushing for West Ham to sign Kalvin Phillips on loan from Manchester City. Talks are ongoing over a loan fee for the England midfielder.