Dyson is set to cut almost 900 jobs as a result of consumers turning to online purchases during the Covid-19 pandemic.
The group said the Covid-19 crisis has “accelerated changes” in consumer behaviour, which has required Dyson to change in how it engages with its customers and how it sells its products.
The move will see around 600 redundancies made in the UK and 300 in the rest of the world, with the largest proportion of impacted staff being in retail and customer service roles.
A statement by Dyson said: “We are evolving our organization and reflecting these changes to make us faster, more agile, and better able to grow sustainably.
“We are fully supporting those who are impacted, finding alternative roles where possible.”
Dyson employs 14,000 people globally of which more than 4,000 are in the UK.