In a statement to CBS MoneyWatch, Dyson CEO Hanno Kirner cited increased competition as a reason for the layoffs. "We have grown quickly and, like all companies, we review our global structures from time to time to ensure we are prepared for the future," he said. "As such, we are proposing changes to our organization, which may result in redundancies."
https://www.cbsnews.com/news/dyson-vacuum-cleaner-job-cuts-uk/