Target Stock Rises as New CEO Plots Fulfillment Reset

Target TGT got a modest lift in trading Wednesday after signaling it will rethink how stores handle fulfillment, a move aimed at giving the struggling retailer some fresh momentum. The shift comes as Michael Fiddelke prepares to take over as CEO on Feb. 1, 2026.

Target recently tested a built to fulfill strategy in Chicago, where select stores were given extra space to pack online orders while managing lighter foot traffic. Some outlets, however, will scale back their pack stations to focus squarely on in-store shoppers. With 96% of Target's merchandise already flowing through its physical stores, warehouses remain a small piece of the puzzle.

For Fiddelke, the strategy debate is only the start of a long to-do list. Retail voices like Jeff Macke are calling for a little kick in the ass to get Target back to basicscleaner stores, sharper grocery marketing, and stronger product availability. Investors will be watching closely to see if new leadership can turn fresh ideas into a meaningful comeback.