Samsung Electronics has cut hundreds of jobs across its consumer electronics business in the United States as the company relocates its American headquarters from New Jersey to Texas, highlighting the contrasting performance of its consumer products and semiconductor divisions.
The South Korean technology company confirmed that 739 positions at Samsung Electronics America (SEA) in Englewood Cliffs, New Jersey, have been affected by the relocation. The unit oversees Samsung’s consumer electronics operations in the US, including smartphones, televisions and home appliances, but does not include its semiconductor business.
In a statement, Samsung said many employees have been offered the opportunity to relocate to Texas, while others have left the company because they were unable or unwilling to make the move.
Sources familiar with the matter said around 100 additional employees at Samsung’s Plano, Texas, office, including workers in the mobile division, have also been laid off.
Documents reviewed by Reuters indicate that affected employees were informed on June 30 of an “enterprise-wide reduction-in-force,” with the company warning that a significant number of positions would be impacted.
Recent LinkedIn posts from former employees also suggest that more than 30 workers, including senior sales and marketing staff across New Jersey, Texas and other US locations, have exited the company during the past two weeks.
The headquarters relocation comes less than a year after Samsung celebrated the opening of its new offices in Englewood Cliffs. According to previous company announcements, Samsung Electronics America employed approximately 1,200 people in New Jersey.
Samsung said the relocation is designed to improve collaboration by bringing more teams together within Texas’ growing technology and artificial intelligence ecosystem.
The workforce changes come as Samsung experiences sharply different fortunes across its business units. The company recently forecast a 19-fold increase in second-quarter operating profit, driven by strong global demand for artificial intelligence chips. It has also announced plans to invest hundreds of billions of dollars in new semiconductor manufacturing facilities.
Its consumer electronics business, however, continues to face mounting pressure. Samsung’s mobile division is expected to report its first-ever operating loss as competition from Apple intensifies, while Chinese manufacturers such as TCL and Hisense continue to expand their presence in the television and home appliance markets. Rising semiconductor costs linked to the AI boom have also reduced profit margins across Samsung’s consumer products.
The company said there is currently no broad global restructuring of its consumer electronics operations despite the recent workforce reductions.
Industry analysts note that Samsung joins a growing list of major technology companies, including Microsoft, Amazon and Meta, that have reduced staffing while increasing investment in artificial intelligence infrastructure. The company has also followed firms such as Tesla and Oracle in expanding operations in Texas, where lower taxes and an established technology sector continue to attract major employers.
Samsung Electronics employed 11,770 people in the United States at the end of 2025, including workers in its semiconductor division. Separately, its IT services subsidiary, Samsung SDS America, has also announced workforce changes linked to the relocation of its North American headquarters, though Samsung said those moves are unrelated to restructuring efforts.
