Target’s new CEO details his turnaround plan to make retail giant ‘fun’ again

Target has taken heat for pulling back on DEI programs and not taking a public stand against ICE crackdowns in Minneapolis USUS MoneyTarget’s new CEO details his turnaround plan to make retail giant ‘fun’ againTarget has taken heat for pulling back on DEI programs and not taking a public stand against ICE crackdowns in MinneapolisAnne d'Innocenzio Wednesday 04 March 2026 18:14 GMTBookmarkBookmark popoverRemoved from bookmarksClose popoverYour support helps us to tell the storyRead moreSupport NowFrom reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.Your support makes all the difference.Read moreTarget plans to spend billions of dollars this year to boost sales and regain its image as a fun place to shop for stylish clothing, housewares, beauty products and packaged food at affordable prices. The CEO guiding the turnaround plan is Michael Fiddelke, who took over the chief executive role last month but has worked for Target for more than 20 years. Fiddelke, who previously served as chief operating officer, has his work cut out for him. Some investors wanted an outsider to lead the company when Brian Cornell stepped down as CEO after more than 11 years. On Tuesday, the mass-market retailer turned in another quarter of declining comparable sales. Target also faced pressure to take a public stand against the immigration crackdown in Minneapolis, where the company is based. During an interview with The Associated Press at the company's headquarters, Fiddelke talked about how he is trying to refresh stores and Target's merchandise selection, regain the trust of customers and navigate a political and economic climate that has compounded the company’s troubles. The interview has been edited for clarity and length.open image in galleryMichael Fiddelke took over the chief executive role last month but has worked for Target for more than 20 years (Getty)AP: How do you prove to skeptics that you bring a fresh set of eyes to reversing Target's sales malaise?FIDDELKE: Prove is the right word. It's a ‘Prove it’ story. I have the benefit of a 23-year running start that has taught me so much about how retail works. I’ve gotten to see Target at its very best. I've gotten to see us when we are not at our very best, and that leads (to) a real clear view for me of when we’re hitting on all cylinders. It means even being candid on the stuff that I had my fingerprints on. I was COO for two years. I was CFO for some times that were great, and some times that weren’t.So as long as I’m able to couple — and I believe I can — the benefit of that experience with clear-eyed candor about where we’re at and where we need to drive change, I like that combination.AP: You're pushing Target's merchandise buyers to travel more to get inspiration?FIDDELKE: One of the things that’s critical to being design-led is you have to have an environment that fosters creativity in the right way. And I think if you were to pull any buyer into this discussion, they would say that outside stimulus of what’s different, what did I just see, that can often come in travel to other markets. The Alpine Chalet that you saw in our stores just this recent (fourth quarter) — the inspiration for that was from a European Christmas market trip. Where we lost it was during the pandemic. Travel was limited for a couple of years. We're back to full form now. It probably took us a little longer than it should have, but it’s all about creating the conditions for creativity.open image in galleryTarget has taken heat for pulling back on DEI programs and not taking a public stand against ICE crackdowns in Minneapolis (Getty Images)AP: You've been spending time at Target's corporate archives?FIDDELKE: I think that history can be instructive on centering who we are in our core. That’s different than nostalgia for nostalgia’s sake. And so there’s an important balance to hold in our heads where spending time in the archives, spending time talking with leaders who have led Target at different chapters. That's all helpful. And you can’t just fall in love with nostalgia. The playbook from 10 years ago is not going to win in today’s retail.AP: Target has taken heat for pulling back on DEI programs and now not taking a public stand against ICE crackdowns in Minneapolis. What could have been done differently?FIDDELKE: I've been