Dyson is slashing 600 jobs in the UK and a further 300 globally blaming the coronavirus pandemic for accelerating the company's restructuring plans.
The company behind the first ever bag-less vacuum cleaner said the lockdown had changed consumer habits as more people switched to shopping online.
Dyson was founded by inventor Sir James Dyson and has a global workforce of 14,000 - 4,000 based in the UK. Most of the jobs losses will be in retail and customer service roles.
A Dyson spokesman said: "The Covid-19 crisis has accelerated changes in consumer behaviour and therefore requires changes in how we engage with our customers and how we sell our products." A majority of Dyson products are designed in the UK but manufactured in Asia.
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