I’m sure you’ve been to Target at least once, or you’ve heard about it because it’s one of the most popular retail chains in the U.S. However, today we are going to talk about important changes the company is going through due to the new CEO called Michael Fiddelke, who takes over from Brian Cornell after 11 years in charge.
This change happened at a complicated time for the company, full of controversy, boycotts, and sales issues. In his first message, Fiddelke explained that his main goal was to gain customers’ trust back and improve their shopping experience both online and at physical stores. So, let’s learn more about this Target CEO change.
New Target leader
Michael Fiddelke became officially the Target CEO on February 1 of this year. Brian Cornell moved into an executive chair role on the board after stepping down from his CEO position, and publicly said that Fiddelke is the right person to guide Target into the future. He also spoke about the fact that nobody was better for this position and leading the company. What’s more, he praised Fiddelke’s ability to handle complex challenges, his strong focus on growth, and his natural skill at inspiring employees to think about what comes next for the company.
Fiddelke is not new to Target. He has been working in the company for more than 20 years and has held leadership roles across merchandising, finance, operations, and human resources. For example, just before becoming the CEO, he was the company’s chief operating officer.
Target explained that Fiddelke has been a key part in the business growth and projects related to physical stores, digital technology, and supply chain operations. Apart from all of this, he has also supported better salaries for workers and improving their benefits.
Recovering customers’ trust
In a message published on February 2, Fiddleke explained that the company has ‘’real work to do’’ and promised to work hard to gain customers’ trust again. To achieve this, he has a 4-step plan:
- The first one is about focusing on the products Target sales, combining a nice price with design and style to stand out over other stores.
- Then, he wants to improve customers’ experience so that every visit to the store or digital interaction becomes easy, inspiring, and nice.
- The third step is to include more technology to make operations smoother and create positive, enjoyable experiences for customers.
- The last one is to strengthen the staff and the communities through investments in money, training, and skills development.
Controversy, boycotts, and recent issues
Target has been going through difficult moments since January 2025. That month, the company stated that it would remove its diversity, equity, and inclusion (DEI) programs, which led to boycotts from customers against the company for several weeks. Later, a controversy arose when some Target stores in Minnesota allegedly allowed Immigration and Customs Enforcement (ICE) agents to enter, according to Fortune. These reports led to further criticism and boycotts.
In addition, Target faced backlash when it reduced its Pride Month products line last summer. All of these issues plus the changes on its price-match guarantee policy led to lower sales.
It’s important to mention something else: a joint letter signed by more than 60 CEOs from Minnesota-based companies, including Michael Fiddelke. The letter called for an immediate de-escalation of tensions after agents fatally shot two U.S. citizens, Alex Pretti and Renee Good. However, the letter did not specifically mention ICE or its tactics.
Current situation
Some retail experts have warned about the difficulties Target may face if they don’t change some key areas. Scott Benedict, founder and CEO of consumer consulting firm Benedict Enterprises LLC, stated that the company still has a strong brand value, good private-label line products, and valuable real estate assets. But, he pointed out that the company must invest more in important areas such as store experience, supply chain reliability, and a clear and genuine brand identity that feels inclusive to customers.
Despite the challenges, Target continues to make business moves for the future since the company plans to open at least 43 new store locations in the coming months. It has also recently ended its partnership with Ulta Beauty after four years together, marking a significant strategic shift.
So…
It seems that the new Target CEO, Michael Fiddelke, is willing to change things around the popular retail chain. We’ll see how everything goes in the near future for Target.