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Just imagine this for a moment.
You are a public company executive who hustled for over 20 years to get ahead. Late nights. Excessive travel. Sitting at home, plotting out your next maneuver.
You finally get summoned into the boss’s office and handed the top job. It’s a special moment, but a fleeting one as you get into planning mode quickly.
You probably celebrate with your family that night. There’s a sense of accomplishment, mixed with a little fear of the unknown.
Then news of your appointment is made public. Your stock price tanks. Wall Street complains that someone else should’ve gotten the role.
I venture to guess this may be the week Target’s new CEO, Michael Fiddelke, is having.
The discounter announced that CEO Brian Cornell’s heavily groomed No. 2, Fiddelke, will take over as CEO on Feb. 1, 2026. Cornell, who’s been CEO since August 2014, will slide into the executive chair position for an undetermined period of time.
“The market had anticipated a CEO change, though we believe was hoping for an external CEO given the troubles Target has had driving sales and profits in recent yrs,” Citi analyst Paul Lejuez said.
I have no clue how Fiddelke’s feeling. But having gotten to know him the past few years, I’ll say he doesn’t deserve the guff Wall Street is giving him out of the gate. He’s worked his butt off, getting from Target intern to CEO in some 23 years. Along the way, he’s been CFO during a global pandemic and now COO during a global trade war.
You don’t get these jobs at critical moments if you suck as a manager, leader, and tactician.
But still, that 6.3% stock decline on the news of his appointment on Wednesday doesn’t sit well.
“I’ve had this conversation with the board for a number of years, and I’ve been in the role for 11 years. I’m going into my 12th now. I will actually turn 67 early next year, and I think it’s time for me to step back, recharge, spend a lot more time with my family, a lot fewer nights in hotels, and be a great supporter of Michael and the team for the rest of my life,” Cornell told me by video call while sitting next to Fiddelke at the company’s Minneapolis headquarters.
Fiddelke added, “I bleed Target red after 20 years here, and there’s nothing more important to me than working with the incredible team that we have to chart the next chapter for Target. I mean, I’ve seen us in that 20 years at our best. I’ve seen us not at our best. When we’re at our best, we are pretty darn tough to beat.”
If this were any other time for Target, the decision would probably be celebrated. It’s not often that an intern works their way up to the corner office. The only comparable story I can think of is Walmart (WMT) CEO Doug McMillon going from truck loader to head honcho.
But Fiddelke isn’t likely to have a honeymoon period, as he’s been at Target during its past 24 months of struggles, including its weak second quarter.
People I’ve talked to wanted an outsider as Target’s next CEO, with fresh eyes to fix its issues (not unlike when Cornell was hired in 2014 — his career was mostly spent at Walmart and PepsiCo). Fiddelke will be seen as a continuation of a strategy that hasn’t been working.
I asked Fiddelke how candid he plans to be in the early going on the strategy review. He sounded like he was ready to divert from Cornell’s playbook and shake things up. He’ll have to do just that, and fast, to win over a skeptical Wall Street.
“What Target needs is kind of, to be blunt, a little kick in the ass, and they need the stores clean, for instance,” retail expert Jeff Macke told me on Opening Bid (video above). Macke’s father, Kenneth, was CEO of Target in the 1980s and early 1990s.
“You can be fashionable all you want, but people will not buy things that are lying on the floor of your store. You’ve got to clean them up. They’re clearly cutting back their spending on the stores and their staffing on the stores. They need to fix basics like that, block and tackle.”
I will add to that list of to-do’s for Fiddelke:
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Aggressive marketing campaign that shows grocery prices are comparable to Walmart.
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Major investment in expanding the selection and quality of in-store fresh groceries.
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Major investment in grocery supply chain to prevent stock outages.
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Overhaul of in-store pickup experience for online orders.
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Investment in store payroll to support faster checkout during peak hours.
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Bring the buzz back to the apparel section through high-profile partnerships.
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Close smaller, older rural stores and go all in on the supercenter model.
Brian Sozzi is Yahoo Finance’s Executive Editor and a member of Yahoo Finance’s editorial leadership team. Follow Sozzi on X @BrianSozzi, Instagram, and LinkedIn. Tips on stories? Email brian.sozzi@yahoofinance.com.
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