BREAKING NEWS

Juul to cut $1 billion in costs as new CEO aims for reboot

Juul to cut $1 billion in costs as new CEO aims for reboot
FILE PHOTO: Juul brand vape cartridges are pictured for sale at a shop in Atlanta, Georgia, U.S., September 26, 2019. REUTERS/Elijah Nouvelage/File Photo -
Copyright
Elijah Nouvelage(Reuters)
Text size Aa Aa

(Reuters) – Juul Labs Inc will cut nearly $1 billion (£781.5 million) in costs next year, a company official said on Tuesday, as its new chief executive officer tries to turn around the e-cigarette maker following a regulatory crackdown.

K.C. Crosthwaite, a former executive at major shareholder Altria <MO.N>, is tasked with fixing the company’s battered public image and shrinking valuation as the regulatory moves on vaping threaten to upend the fast-growing industry.

The official also said Juul would cut around 650 jobs, or 16% of its 4,051 strong workforce, starting Tuesday. The company had previously said it would cut 10-15% of its workforce by the end of this year.

“As the vapour category undergoes a necessary reset, this reorganization will help JUUL Labs focus on reducing underage use, investing in scientific research, and creating new technologies,” Crosthwaite said in a statement emailed to Reuters.

The cost cuts will impact Juul’s marketing budget and are the latest effort by Crosthwaite, who last month reshuffled the San Francisco-based company’s top management.

In October, Marlboro cigarettes maker Altria, which has a 35% stake in Juul, wrote down the value of its investment by $4.5 billion, cutting Juul’s valuation by a third to roughly $24 billion.

(Reporting by Uday Sampath in Bengaluru; Editing by Sriraj Kalluvila)

euronews provides breaking news articles from reuters as a service to its readers, but does not edit the articles it publishes. Articles appear on euronews.com for a limited time.
Euronews is no longer accessible on Internet Explorer. This browser is not updated by Microsoft and does not support the last technical evolutions. We encourage you to use another browser, such as Edge, Safari, Google Chrome or Mozilla Firefox.