Target Bows to Backlash Over Transgender Merchandise, Says Changes Coming

Target on Tuesday said it will make "adjustments" to its LGBTQ+ pride merchandise following criticism from conservatives.

The big-box retailer has faced boycott calls from conservatives in recent weeks over its pride line, specifically items tailored to the transgender community, which it has carried in years prior but has drawn more attention this year amid debate over LGBTQ+ rights across the United States. Conservatives have targeted several other companies, including Bud Light, over their support for the LGBTQ+ community in recent months.

Portions of the company's pride collection will be removed from stores amid "threats impacting our team members' sense of safety and wellbeing while at work," Target spokesperson Kayla Castaneda said in a statement to Newsweek.

The retailer will specifically be removing items "at the center of the most significant confrontational behavior," Castaneda added.

Specifically the brand Abprallen will be pulled from store shelves, Reuters reported. The line has come under scrutiny because a small part of designer Erik Carnell's merchandise features pentagrams and other satanic imagery, though none of these products were sold at Target.

The retail giant will also review a line of swimsuits marketed for its ability to "tuck" genitalia for transgender women, as well as some children's merchandise, in response to the backlash, Reuters reported.

The changes also come amid heightened confrontation between customers and employees, and the studies are being conducted in the interest of employee safety, according to Reuters.

However, the extent of the merchandise changes remains unknown.

"Our focus now is on moving forward with our continuing commitment to the LGBTQIA+ community and standing with them as we celebrate Pride Month and throughout the year," Castaneda said.

Just last week, on May 16, Target CEO Brian Cornell touted the company's embracing of diversity, equity and inclusion (DEI) policies as the "right thing" that "fueled much of our growth," during an appearance on Fortune's Leadership Next podcast.

"I think those are just good business decisions, and it's the right thing for society, and it's a great thing for our brand," Cornell said.

"The things we've done from a DEI standpoint, it's adding value. It's helping us drive sales, it's building greater engagement with both our teams and our guests, and those are just the right things for our business today," he added.

But Target's decision on Tuesday to now remove some of its pride merchandise was met with criticism from many in the LGBTQ+ community and allies.

"So Target is reportedly taking down Pride displays. Really forgetting how the lesbian target demographic is so strong it's a cliche," tweeted journalist Erin Reed. "Corporations are not your friends. Target better not put up a rainbow logo this year if this is true. You don't cave to fascists."

"Target confirmed that it has moved its Pride merchandise from the front of stores to the back in some Southern stores after confrontations and backlash from shoppers in those areas," tweeted @Out5p0ken. "Don't you dare cave to right-wing BS. You will lose a lot of shoppers [in] blue states!"

Update 05/23/2023, 9:44 p.m. ET: This story was updated with additional information.