Dyson has confirmed that a total of 900 staff will be made redundant, with 600 of those in the UK and 300 in the rest of the world with a ‘very small’ impact in Australia, according to a company spokesperson.

“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 Dyson spokesperson said in a statement shared with Appliance Retailer.

“We are evolving our organisation and reflecting these changes to make us faster, more agile, and better able to grow sustainably. These proposals regrettably result in around 600 redundancies in the UK and 300 in the rest of the world. The impact in Australia is very small but we are fully supporting those who are impacted, finding alternative roles where possible,” the statement continued.

Dyson said product demand has remained strong through the COVID-19 crisis but there has been a strong shift towards buying online and direct from Dyson, impacting the way products are sold, customer engagement and the company’s operational structure.

“Our focus is on continuing to invest in bold new technologies and important long-term projects like the Dyson Institute of Engineering and Technology,” the spokesperson said.