Imperial Brands to Cut Thousands of Jobs in US and Europe

Tobacco giant Imperial Brands is launching a restructuring program that will eliminate thousands of jobs across the United States and Europe. The decision, first reported by Bloomberg, reflects the company’s efforts to cut £320 million in costs by 2030 amid declining global demand for traditional cigarettes.

The layoffs will first impact employees at ITG Brands, the company’s US subsidiary, which also operates in the Dominican Republic and Puerto Rico. Affected workers will receive notifications starting August 19. Meanwhile, Imperial Brands is consulting with European Union regulators regarding upcoming job cuts in its European divisions.

This workforce reduction follows similar moves by competitors like British American Tobacco, which recently reduced its staff by approximately 20%. Imperial Brands, which employed nearly 26,000 people at the end of 2025, faces mounting regulatory pressure alongside shifting consumer preferences.

In the US, the Food and Drug Administration (FDA) repeatedly denied marketing authorization for Imperial’s “blu” e-cigarettes. Consequently, the company plans to wind down its US vape operations and redirect resources toward alternative oral nicotine products.

Phased Restructuring and Outsourcing Timeline

The restructuring will occur in distinct phases, shifting certain internal roles to external partners to create a leaner operating model.

Restructuring Phase	Affected Departments	Key Details
Phase 1 (August 19)	HR, Finance, Procurement, Logistics	Initial wave of notifications for US and Caribbean staff.
Phase 2 (April)	Legal, Marketing, Analytics	Second wave of layoffs targeting corporate support teams.
Ongoing	IT and Back-Office Operations	Transition of select ITG Brands functions to Capgemini.

Despite the shift toward alternative nicotine pouches, traditional cigarettes remain the primary revenue driver for the company. Imperial Brands previously closed a major factory in Germany last year as part of this multi-year transition.

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Matthew Ma

Marketing at Ecigator

With over a decade of experience in the e-cigarette industry, Matthew Ma is a seasoned expert in both the manufacturing and usage aspects of vaping products. His extensive background has provided him with a deep understanding of the intricacies and evolving dynamics of e-cigarettes.