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Target’s New CEO Unveils Four-Point Plan as Minneapolis Protests Pressure the Brand

The veteran insider proposes a reset centered on merchandising, guest experience, technology, plus investment in communities.

Overview

  • Michael Fiddelke began his tenure by publishing a memo outlining four priorities: merchandising leadership, a stronger guest experience, faster technology, and support for teams and communities.
  • Target is signaling a turnaround push with roughly a 25% increase in capital spending to about $5 billion and store tests such as a fashion- and beauty-forward SoHo concept.
  • Protests continue at Twin Cities stores and at headquarters over federal immigration operations, with activists urging Target to denounce ICE actions linked to two recent fatal shootings.
  • AFT President Randi Weingarten pressed Fiddelke to take a clear public stand, noting pension funds for AFT members hold about 6.8 million Target shares.
  • Fiddelke joined more than 60 Minnesota business leaders calling for an immediate de-escalation without naming ICE and told employees recent violence in Minneapolis is "incredibly painful" as the retailer works through a sales slump and intensified competition.