Odin flash didn't end well, can't flash :(

My phone came from CPW in the UK. Generic unbranded ROM version:

Model SM-G928F
Model name
Country United Kingdom / Ireland
Version Android 5.1.1
Changelist 5470789
Build date Sat, 08 Aug 2015 05:41:38 +0000
Product code XEU
PDA G928FXXU1AOH3
CSC G928FXEU1AOGG

So I downloaded an O2 specific (my network) from Sammobile as below:

Model SM-G928F
Model name
Country United Kingdom (O2)
Version Android 5.1.1
Changelist 5470789
Build date Wed, 19 Aug 2015 06:44:59 +0000
Product code O2U
PDA G928FXXU1AOH4
CSC G928FTEF1AOH1

I turned on OEM unlock in Dev options and started upgrading via Odin 3.10.6. It failed and soft bricked not suprisingly. Got it all back and working using Samsung smart switches emergency recovery.

Can't see why it'd fail, it's stock firmware. Anyone had success in flashing via Odin? I tried again with Odin 3.09 but now it won't flash at all.

Any ideas?