Michael Fiddelke took over as Chief Executive last month at a critical juncture, following a 2.5% drop in same-store sales and a nearly 30% stock decline over three years. He emphasized restoring Target’s trend-driven identity by refocusing on core shoppers—busy families—and reinstating affordable, fashionable assortments.

Target will increase capital expenditures by 25% to $5 billion this year, directing funds toward store redesigns, technology upgrades and enhanced operations. This elevated investment level aims to ensure better inventory stocking, streamlined checkouts and an improved in-store experience.

The company plans to introduce buzzy brands like Supergoop, expand food, beauty, apparel and home furnishings selections, and add more sports and games merchandise for kids. Executives intend to recreate the ‘treasure hunt’ atmosphere that distinguishes Target from competitors, countering low-price and convenience-focused rivals.