Target Changes in 2026: Target knows it cannot survive by doing nothing. The company believes that standing still is the fastest way to fail. That is why 2026 will be one of the most important years in Target’s history. The retailer plans major changes that will affect how people shop and what they buy and how the brand looks and feels.
The company wants to protect its place as a popular and trusted store for everyday needs. It also wants to stay modern in a fast-changing retail world where customers expect speed, choice, and easy shopping both online and in stores.
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New CEO
One of the biggest changes will happen in February 2026. Michael Fiddelke, who is now the chief operating officer, will become the new CEO of Target. He plans to focus on fixing the company’s image and making shopping better for customers. His goal is to make Target feel modern, simple, and reliable again.
Fiddelke has told investors that Target must spend more on store upgrades, new technology, and smart partnerships. He wants Target to remain known for good value, nice design, and convenience. He believes customers will stay loyal only if the company keeps improving and listening to their needs.
Target’s Own Brands
Target will give more attention to its own private brands in 2026. The company already owns more than 40 in-house labels like Good & Gather, Cat & Jack, Up & Up, and Threshold. Together, these brands are worth more than $31 billion.
In 2026, shoppers will likely see more plant-based food, wellness items, and global flavors, especially in snacks and groceries. Target will also continue working with famous chefs and celebrities to create special products. The company hopes these efforts will help increase sales steadily all the way to 2030.
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Changes in Beauty, Stores and Technology
One noticeable change will be the end of the Ulta Beauty partnership. Ulta shops inside Target stores, which started in 2021, will close by August 2026. Both companies agreed to end the deal. Even though Ulta will leave, Target says customers will not lose choices. The company has already added many new beauty brands since 2025 and plans to add more.
Target will also spend heavily on store remodeling. Stores will get bigger back rooms to handle online orders better. Sales floors will feel more open and easier to walk through. The digital side will also improve.
The company will add more products in areas like electronics, gaming, home goods, and appliances. It will also keep using artificial intelligence to predict trends, manage stock, personalize ads, and improve self-checkout.
