Target Corp., wants to bring back Tar-zhay, a reference to the retailer’s design prowess, including stylish partnerships, like beloved designer collaborations such as Diane von Furstenberg’s 2024 affordable collection for spring. Target is moving quickly to simplify its structure so it can advance its strategy with speed. Cara Sylvester was named chief merchant at Target in a move that underscores the retailer’s urgency in transforming its stores and e-commerce experience across businesses and brands.
Previously chief guest experience officer, Sylvester has significant merchandising expertise across digital, loyalty and marketing, and a track record of growing revenue, profitability and market share across categories. She’ll strengthen and expand Target’s authority in style and design through merchandising capabilities, product development, assortment design and partner collaborations.
“It’s a new chapter at Target, and priority one through 10 is fueling growth,” said Michael Fiddelke, Target CEO. “Cara is an experienced merchant with a passion for infusing style, design and value into everything we do and a track record of turning insights into elevated experiences. She’s the right leader to drive change with boldness and speed – strengthening our merchandising authority, further differentiating Target, and delivering results.”
As part of the executive changes, Lisa Roath, who has experience leading end-to-end retail operations, was named chief operating officer. She’s led retail operations spanning merchandising, supply chain and stores. In her new role, she’ll focus on scaling Target’s style and design focus across the full operation, improving speed, efficiency and execution that elevates the shopping experience.
As part of the announcement, Rick Gomez, chief commercial officer, and Jill Sando, chief merchandising officer for apparel and accessories, home and Fun101, have left the company.
With more than a decade spent in merchandising roles, Sylvester led style-driven categories and high frequency everyday products, and some of Target’s biggest seasonal moments such as back to school and holiday.
“I’ve also led reinvention and turnaround moments,” Sylvester said. “Working across the whole portfolio has shaped my insight. I led through explosive growth, our home business during COVID-19. We know we have some work to do in style-driven categories, but we are clear about our differentiated position in retail. I’m really comfortable making bold decisions.”
“I was actually an engineer back in the day,” Sylvester revealed. “Merchandising is where art meets science. I think that’s where you need taste, but you also need discipline. You need creativity and also financial rigour and you need instinct and accountability.”
Minneapolis-based Target Corporation operates nearly 2,000 stores and Target.com.
Sylvester saw an opportunity to reestablish Target’s design mojo. Target SoHo, reimagined in December – Sylvester was key in bringing the vision of the store to life – has been a lab for creativity. The retailer’s concept store, SoHo mirrors the company’s restart. It was the scene of the launch of Target’s largest spring beauty assortment, with nearly 3,000 new products and more than 60 new brands.
“We kicked off New York Fashion Week with an immersive spring beauty event,” Sylvester said. “We translated Fashion Week trends into accessible, shoppable beauty.”
Retail is changing quickly and the way people shop is evolving at high speed. With proprietary AI it calls its Trend Brain, the retailer is powering merchandising decisions. The new Target app experience in ChatGPT is another example of its technology moves.
“Making great design is not just fashion collaborations,” Sylvester said. “We’re seeing [style] in food in high-frequency businesses like new popular mushroom coffee, which became one of our top-selling brands overnight. We can talk about our own brands and collabs with Roller Rabbit. We’re making something that’s normally exclusive very inclusive.”
Known for colorful prints and cheerful style, the limited edition Roller Rabbit is designed to inspire a spring adventure. The collection includes the brand’s first foray into luggage and an exclusive print.
The gospel, according to Sylvester, is believing in the power of great design for all and everything. For example, reinventing the soap aisle with Method. “Great design should be accessible for all and everyday items is a mantra,” she said. “There are businesses that we haven’t touched in years. An example is our hard bath category with things like soap pumps and the hard accessories you have in your bathroom. We’re actually editing our assortment by 50%.”
The company confirmed that it expects to report fourth quarter 2025 sales, full-year GAAP EPS and full-year adjusted EPS in line with its prior guidance.
“We think of elevating the experience,” Sylvester said. “Importantly, it’s elevating our stores and making them look beautiful and making guests feel welcome. Merchandising and stores work very closely together. I’m a merchant at heart.”
