New West Brom manager Roberto Di Matteo has completed his first signing with Swindon striker Simon Cox moving to the Hawthorns in a Â£1.9 million deal.
The 22-year-old has penned a two-year contract, plus a further two years' option in the club's favour, after passing a medical.
Swindon will receive a guaranteed Â£1.5m from the deal with a further Â£400,000 due in performance-related add-ons.
Cox was the joint top scorer in all four English divisions with 29 league goals alongside Bristol Rovers' Rickie Lambert last season.
He netted 32 times in total for the League One outfit including three hat-tricks against Hartlepool, Scunthorpe and Northampton.
Cox was watched on several occasions by Albion staff and his goals almost single-handedly saved Town from the drop as they finished in 15th place - just four points above the relegation zone.
The Reading-born striker joined his home town club at the age of nine and progressed through the ranks to make his senior debut in the Royals' League Cup victory at Luton in September 2005.
He found first-team chances hard to come by at the Madejski Stadium and spent time on loan at Brentford and Northampton.
Following a subsequent successful loan spell at Swindon, where he fired eight goals in 19 games, Cox made a permanent move to the County Ground in January 2008.
Cox boasts an impressive ratio of almost a goal every other game, having scored 50 times in 119 career appearances, including 15 as a substitute.
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