Dyson is cutting 600 jobs in the UK and a further 300 worldwide as the coronavirus impact speeds up the company’s restructuring plans.
The firm, best known for the invention of the bag-less vacuum cleaner, said the pandemic was changing consumer habits as more people shopped online.
Dyson was founded by inventor Sir James Dyson, who in May topped the Sunday Times Rich List.
The company has a global workforce of 14,000, with 4,000 in the UK.
Most of the jobs will be lost 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.”
Most Dyson products are designed in the UK but manufactured in Asia.
Earlier this year the company joined the fight to produce medical ventilators for the NHS, amid fears it would be overwhelmed by coronavirus.
In March the government ordered 10,000 ventilators from the company, although Sir James later told employees these were no longer needed.
The company also tried to diversify into making electric cars.
But last year, the it said that although its engineers in the UK had developed a “fantastic electric car”, it would not hit the roads because it was not “commercially viable”.