Target, which has about 1,980 U.S. stores, has been the focus of consumer boycotts since late January, when it joined rival Walmart and a number of other prominent American brands in scaling back corporate diversity, equity and inclusion initiatives.

Target has selected a lifelong employee as its next CEO in a bid to revive sales as shoppers turn to the retail giant’s competitors. After more than two decades at the company, joining first as a college intern in 2003, chief operating officer Michael Fiddelke is set for a tenth promotion on February 1, 2026.

Michael Fiddelke, the company’s chief operating officer, will take over as chief executive in February as Brian Cornell transitions to executive chair. The announcement comes at a time Target is trying to emerge from multiple quarters of sales declines.

Analysts say incoming CEO Michael Fiddelke “deserves a chance to prove himself,” though it could take time and more money for Target to get its charm back