NORTH KINGSTOWN, R.I. — The winged passenger ferry gliding over the surface of Narragansett Bay could be a new method of coastal transportation or a new kind of warship.

Its maker, Regent Craft, is betting on both.

Twelve quietly buzzing propellers line the 65-foot wingspan of Paladin, a sleek ship with an airplane’s nose. It looks nothing like the sailboats and fishing trawlers it speeds past through New England’s largest estuary.

“We had this vision five years ago for a seaglider — something that is as fast as an aircraft and as easy to drive as a boat,” said CEO Billy Thalheimer, jubilant after an hours-long test run of the new vessel.

On a cloudy August morning, Thalheimer sat in the Paladin’s cockpit and, for the first time, took control of his company’s prototype craft to test its hydrofoils. The electric-powered watercraft has three modes — float, foil and fly.

Billy Thalheimer, CEO and co-founder of REGENT, gestures after piloting the Viceroy Seaglider, a winged passenger ferry, following a test run on Narragansett Bay on Aug. 6.Charles Krupa / AP

From the dock, it sets off like any motorized boat. Farther away from land, it rises up on hydrofoils — the same kind used by sailing ships that compete in America’s Cup. The foils enable it to travel more than 50 miles per hour — and about a person’s height — above the bay.

What makes this vessel so unusual is that it’s designed to soar about 30 feet above the water at up to 180 miles per hour — a feat that hasn’t quite happened yet, with the first trial flights off Rhode Island’s seacoast planned for the end of summer or early fall.

If successful, the Paladin will coast on a cushion of air over Rhode Island Sound, lifting with the same “ground effect” that pelicans, cormorants and other birds use to conserve energy as they swiftly glide over the sea. It could zoom to New York City — which takes at least three hours by train and longer on traffic-clogged freeways — in just an hour.

As it works to prove its seaworthiness to the U.S. Coast Guard and other regulators around the world, Regent is already lining up future customers for commercial ferry routes around Florida, Hawaii, Japan and the Persian Gulf.

Regent is also working with the U.S. Marines to repurpose the same vessels for island-hopping troops in the Pacific. Those vessels would likely trade electric battery power for jet fuel to cover longer journeys.

With backing from influential investors including Peter Thiel and Mark Cuban, Thalheimer says he’s trying to use new technology to revive the “comfort and refined nature” of 1930s-era flying boats that were popular in aviation’s golden age before they were eclipsed by commercial airlines.

This time, Thalheimer added, they’re safer, quieter and emission-free.

“I thought they made travel easier in a way that made total sense to me,” Cuban said by email this week. “It’s hard to travel around water for short distances. It’s expensive and a hassle. Regent can solve this problem and make that travel fun, easy and efficient.”

Co-founders and friends Thalheimer, a skilled sailor, and chief technology officer Mike Klinker, who grew up lobster fishing, met while both were freshmen at the Massachusetts Institute of Technology and later worked together at Boeing. They started Regent in 2020.

They’ve already tested and flown a smaller model. But the much bigger, 12-passenger Paladin — prototype of a product line called Viceroy — began foil testing this summer after years of engineering research and development. A manufacturing facility is under construction nearby, with the vessels set to carry passengers by 2027.

The International Maritime Organization classifies “wing-in-ground-effect” vehicles such as Regent’s as ships, not aircraft. But a database of civilian ships kept by the London-based organization lists only six around the world, all of them built before it issued new safety guidance on such craft in 2018 following revisions sought by China, France and Russia.

The IMO says it treats them as marine vessels because they operate in the vicinity of other watercraft and must use the same rules for avoiding collisions. The Coast Guard takes a similar approach.

“You drive it like a boat,” Thalheimer said. “If there’s any traffic on the harbor, you’ll see it on the screen. If you see a boat, you’d go around it. We’re never flying over boats or anything like that.”

The REGENT Viceroy Seaglider on a test run on Aug. 6.Charles Krupa / AP

One of the biggest technical challenges in Regent’s design is the shift from foiling to flying. Hydrofoils are fast for a seafaring vessel, but far slower than the speeds needed to lift a conventional airplane from a runway.

That’s where air blown by the 12 propellers comes in, effectively tricking the wing into generating high lift at low speeds.

All of this has worked perfectly on the computer simulations at Regent’s headquarters in North Kingstown, Rhode Island. The next step is testing it over the water.

For decades, the only warship known to mimic such a ground-effect design was the Soviet Union’s hulking ekranoplan, which was built to fly under radar detection but never widely used. Recently, however, social media images of an apparent Chinese military ekranoplan have caught the attention of naval experts amid increasingly tense international disputes in the South China Sea.

Regent has capitalized on those concerns, pitching its gliders to the U.S. government as a new method for carrying troops and cargo across island chains in the Indo-Pacific region. It could also do clandestine intelligence collection, anti-submarine warfare and be a “mothership” for small drones, autonomous watercraft or medical evacuations, said Tom Huntley, head of Regent’s government relations and defense division.

They fly below radar and above sonar, which makes them “really hard to see,” Huntley said.

While the U.S. military has shown increasing interest, questions remain about their detectability, as well as their stability in various sea states and wind conditions, and their “cost at scale beyond a few prototypes and maintainability,” said retired U.S. Navy Capt. Paul S. Schmitt, an associate research professor at the Naval War College, across the bay in Newport, Rhode Island.

Schmitt, who has seen Paladin from afar while sailing, said he also has questions about what kind of military mission would fit Regent’s “relatively short range and small transport capacity.”

The possibilities that most excite Cuban and other Regent backers are commercial.

Driving Interstate 95 through all the cities that span Florida’s Atlantic Coast can take the better part of a day, which is one reason why Regent is pitching Miami as a hub for its coastal ferry trips.

The Viceroy seagliders can already carry more passengers than the typical seaplane or helicopter, but a growing number of electric hydrofoil startups, such as Sweden’s Candela and California-based Navier, are trying to stake out ferry routes around the world.

Thalheimer sees his vehicles as more of a complement than a competitor to electric hydrofoils that can’t travel as fast, since they will all use the same docks and charging infrastructure but could specialize in different trip lengths.

Apple clinched a major win Monday after the U.S. government announced that the U.K. had agreed to drop its demand for the company to provide a “back door” granting officials access to users’ encrypted data.

The iPhone maker won’t be alone to rejoice in the outcome.

The development came after extensive talks between Britain and the U.S., which had raised national security concerns over the request.

At the root of the row was end-to-end encryption, a technology which secures communications between two devices in a way that means not even the company providing a chat service can view any messages.

The story of Apple’s U.K. privacy battle started earlier this year, when it was reported that the British government had demanded access to the company’s encrypted cloud service via a technical “back door.”

Such a back door has long been contested by Apple. In 2016, the Federal Bureau of Investigation tried to get Apple to create software that would enable it to unlock an iPhone it recovered from one of the shooters involved in the 2015 terror attack in San Bernardino, California.

Other companies have also had to fend off government attempts to undermine end-to-end encryption. For example, when Meta announced plans to encrypt all messages on its Facebook Messenger app, the move drew condemnation from the U.K. Home Office. Meta had already offered encryption on WhatsApp.

The Monday news could have broader implications for the debate around end-to-end encryption globally.

Governments and law enforcement agencies have long pushed for methods to break such encryption systems to assist with criminal investigations into terrorism and child sexual abuse.

However, tech companies have said that building an encryption back door would not only undermine user privacy, but also expose them to possible cyberattacks. Cybersecurity experts say that any back door built for a government would eventually be found and exploited by hackers.

U.S. national intelligence officials were also worried by the ramifications of Apple offering such a back door.

For Apple, the U.K.‘s concession over encryption could mean that the company can bring back its most secure service for users’ cloud data, Advanced Data Protection (ADP), which the company stopped offering to Brits in February.

It is not yet clear if Apple will reintroduce its ADP service to the U.K. market.

CNBC has reached out to Apple and the U.K. government for comment.

Best Buy is launching a third-party marketplace, as it tries to bulk up the variety of merchandise it offers and reverse slower sales.

Starting on Tuesday, shoppers who go to Best Buy’s website and app will see products and brands that weren’t available there before, including more tech-related accessories like custom video game controllers and some nontech items including seasonal decor and sports collectibles.

The company’s online marketplace riffs off those of other retailers, such as Amazon and Walmart, by relying on third-party sellers to stock, sell and ship inventory and taking a cut of their sales in the form of a commission.

“Everything we do is really centered around the customer and their technology needs, and we do see customers actually doing a lot of consumer electronics transactions through marketplaces,” Chief Customer, Product and Fulfillment Officer Jason Bonfig said. “And as a result of that, we need to make adjustments to be where the customer’s at.”

He said Best Buy noticed gaps in its assortment that the new platform will help it fill. For instance, Bonfig said the company didn’t carry batteries for some older cameras or cases for older smartphones. And it didn’t offer some items that complement Best Buy purchases, such as furniture that goes around a big-screen TV or cookware to use with a new kitchen appliance.

Along with adding those items, the marketplace makes it possible for smaller vendors with innovative products to sell on Best Buy’s website when they’re not yet big enough to make or distribute the volume needed for its stores, he added.

Best Buy’s marketplace launches at a time when its business could use a boost. Its annual sales have declined over the past three years as the company contends with a sluggish housing market, selective consumer spending and a decline in device replacements after a spike in tech purchases during the Covid pandemic.

The company cut its sales outlook in May and said it expects full-year revenue to range from $41.1 billion to $41.9 billion. That would be similar to Best Buy’s annual revenue of $41.5 billion in the most recent fiscal year, but below the numbers it posted in the years leading up to and during the pandemic.

Best Buy will share its most recent earnings results and sales forecast on Aug. 28.

Tariffs have complicated the backdrop for Best Buy, too, since the higher duties have added costs for consumer electronics vendors and distracted them from other priorities like research and development that leads to new and innovative products, said Jonathan Matuszewski, a retail analyst at Jefferies. He said Best Buy tends to win sales instead of big-box or online competitors when there’s a leap forward in technology.

With the platform’s launch, Best Buy joins other retailers that have jumped on the trend of introducing or expanding third-party marketplaces. Lowe’s and Nordstrom started marketplaces last year. Ulta Beauty plans to launch its own later this year. And Target said it will expand its existing marketplace, Target Plus.

On Best Buy’s earnings call in May, CEO Corie Barry described the third-party marketplace as one of the company’s strategic priorities for the year. She said that new profit stream “is even more important in this environment” and will provide greater flexibility with the range of items and price points.

Plus, she said the marketplace supports the company’s growing advertising business. Sellers can buy ads for their products, including by paying for better placement in search results.

Marketplaces and the advertising opportunities that come with them tend drive higher profits for retailers, said Justin MacFarlane, a managing director for the global retail group of AlixPartners. Sellers buy, stock and ship products instead of the retailer, and take on both the expense of buying inventory and the risk that they may have to mark down unwanted items, he said.

Yet the business model comes with risks, too, he said. For instance, sellers may not have the same standards as a retailer and it could anger a retailer’s customers if they send products in torn boxes, with missing pieces or days later than expected. And he said retailers can flood their websites with so many different categories, brands and products that they overwhelm customers with choices that seem irrelevant to their company’s identity.

“You get addicted to the growth and more is more until it’s not,” he said.

At launch, Best Buy’s marketplace will have about 500 sellers, Bonfig said. He said the company vetted applicants and whittled them down to the ones who can provide a high-quality customer experience. The sellers must match Best Buy’s return policy, he added.

Customers can return purchases either directly to the seller or to Best Buy stores, he said.

A ticket-reselling operation used a network of fake accounts to bypass Ticketmaster’s security protocols to grab hundreds of thousands of tickets to hugely popular tours for artists like Taylor Swift and Bruce Springsteen and then re-sold them for millions, federal regulators said Monday.

The Federal Trade Commission alleges the operation used illicit software that masked IP addresses, as well as repurposed credit cards and SIM phone cards, as part of the scheme. It was run through various guises, like TotalTickets.com, TotallyTix and Front Rose Tix, but was run by three key individuals, the agency said.

In total, the group is accused of buying 321,286 tickets to 3,261 live performances from June 2022 to December 2023, in bunches of 15 or more tickets to each event at a total cost of approximately $46.7 million and then reselling them for $52.4 million, netting approximately $5.7 million.

Taylor Swift.Lewis Joly / AP file

That includes $1.2 million from reselling tickets in 2023 for Taylor Swift’s record-breaking “The Eras Tour.” In one instance, the suspects used 49 different accounts to purchase 273 tickets for Swift’s March 2023 tour stop in Las Vegas, vastly exceeding Ticketmaster’s six-ticket limit, which they then sold for $120,000, the FTC alleges.

Another part of the alleged scheme involved using friends, family and paid strangers to open Ticketmaster accounts. The FTC says the defendants at one point printed up flyers in places like Baltimore claiming that participants could “make money doing verified van sign ups” in just “3 easy steps,” earning $5 for the account creation and $5 to $20 each time they received a Verified Fan presale code.

Ticketmaster came in for heavy criticism after fans complained of faulty technology and eye-watering prices for 2022 sales for Taylor Swift and Bruce Springsteen’s tours. The Verified Fan pre-sale for Swift’s tour crashed its site, which it blamed on “bot attacks” and bot fans who didn’t have invite codes. It was subsequently forced to postpone the sale date for the general public seeking tickets to Swift’s tour “due to demands on ticketing systems and insufficient remaining ticket inventory.”

In response, Swift alluded to broken “trust” with Ticketmaster, though she didn’t name it directly.

“It’s really difficult for me to trust an outside entity with these relationships and loyalties, and excruciating for me to just watch mistakes happen with no recourse,” she wrote in an Instagram message in 2022, adding: “I’m not going to make excuses for anyone because we asked them multiple times if they could handle this kind of demand and we were assured they could.”

Springsteen said in a statement at the time that “ticket buying has gotten very confusing, not just for the fans, but for the artists also” but that most of his tickets are “totally affordable.”

In March, President Donald Trump signed an executive order focused on curbing exploitative ticket reselling practices that raise costs for fans.

On Monday, FTC Chairman Andrew N. Ferguson said Trump’s order made clear ‘that unscrupulous middlemen who harm fans and jack up prices through anticompetitive methods will hear from us.”

“Today’s action puts brokers on notice that the Trump-Vance FTC will police operations that unlawfully circumvent ticket sellers’ purchase limits, ensuring that consumers have an opportunity to buy tickets at fair prices,” he said in a statement.

Ticketmaster itself has remained under federal scrutiny for violating a prior agreement to curb what regulators said was anti-competitive behavior. In 2024, the Justice Department and FTC under President Joe Biden opened a lawsuit against Ticketmaster’s parent company, LiveNation, that accused it of monopolizing the live events industry.

It was not immediately clear whether that suit is still active. In July, the parent company of the alleged operation charged Monday by the FTC, Key Investment Group, sued the agency to block its pending investigation into its sales practices, saying that ticket purchases on its site did not use automated software, or bots, and did not violate the 2016 Better Online Ticket Sales (BOTS) Act.

Representatives for the FTC and Justice Department did not respond to a request for comment. Ticketmaster is not accused of wrongdoing in the latest suit. It did not respond to a request for comment.

Strangely, in the latest complaint, the FTC includes a slide from an internal Ticketmaster presentation from 2018 that suggests the company was weighing the economic impact of imposing stricter purchasing caps that would curb bots but potentially hurt its finances. On a page labeled “evaluating potential actions” a data table is shown under the heading “serious negative economic impact if we move to 8 ticket limit across the board.”

It also includes an email from one of the defendants in which he “owns up” to having exceeded the ticket-purchase limit for a May 2024 Bad Bunny show in Miami and offers to have the orders canceled, to which a Ticketmaster rep simply responds that “as long as the purchases were made using different accounts and cards, it’s within the guidelines.”

Efforts to reach the three defendants — Taylor Kurth, Elan Rozmaryn and Yair Rozmaryn — named in the suit announced Monday were unsuccessful. In 2018, Kurth signed a deal, or consent decree, with regulators in the state of Washington that committed him to not use software designed to circumvent companies’ security policies.

The FTC is seeking unspecified damages and civil penalties against the defendants.

CORRECTION (Aug. 19, 2025, 11:41 a.m. ET): An earlier version of this article incorrectly named a party suing the FTC and which investigation it was suing over. Key Investment Group, the parent of the alleged operation cited in the suit filed Monday by the FTC, sued the agency in July to halt an investigation into its practices. Ticketmaster and its parent, Live Nation, are not directly involved in that investigation or Key’s suit against the agency.

MIAMI BEACH, Fla. — Playboy plans to relocate its global headquarters from Los Angeles to Miami Beach and open a Playboy club there.

The Miami Beach headquarters at the top of a luxury office building will include studios to support Playboy’s “growing creator network” and the club will have a restaurant as well as a members-only section inspired by the Playboy Mansion in Los Angeles, the company said Thursday in a statement.

“Miami Beach is among the most dynamic and culturally influential cities in the country, making it the ideal home for Playboy’s next chapter,” Ben Kohn, CEO of Playboy Inc., said in the statement.

The first Playboy Magazine was published in 1953, featuring Marilyn Monroe on the cover and in a “Sweetheart of the Month” color nude photo inside.

The first Playboy Club opened in 1960 in Chicago, which was the headquarters of the company at the time, and the company opened up clubs around the world.

In 2020, Playboy ceased publishing its monthly print magazine, sticking instead with online content.

Lyft said Thursday its co-founders, Logan Green and John Zimmer, are stepping down from the ride-hailing services provider’s board, following the completion of a two-year transition plan.

Green and Zimmer began serving as the chair and vice chair of Lyft’s board in 2023 after stepping down as CEO and president, respectively, handing the reins to David Risher, who has been a board member since 2021.

The duo founded Lyft in 2012, with the company now operating across four continents and nearly 1,000 cities.

Sean Aggarwal, who was the chair of Lyft’s board from 2019 to 2023, will reprise his role.

Zimmer is launching a new consumer-focused business venture named YES&, while Green will continue as a venture partner at Autotech Ventures, a firm investing in the mobility and transportation sector.

Lyft, which recently completed its nearly $200 million acquisition of European mobility platform FreeNow, has signed a deal with China’s Baidu 9888.HK to introduce the search-engine giant’s robotaxis in the region.

It posted revenue of $1.59 billion in the second quarter, missing estimates of $1.61 billion, according to data compiled by LSEG.

Rides on Lyft’s platform grew 14% to a record high of 234.8 million in the quarter, slightly below estimates of 235.9 million, per Visible Alpha.

Warren Buffett’s Berkshire Hathaway revealed a new stake in troubled insurer UnitedHealth last quarter, according to a regulatory filing, a surprising buy because of the company’s current reputation, but perhaps not considering his history of bargain investing.

The Omaha-based conglomerate bought more than 5 million shares in the health care firm for a stake worth about $1.6 billion at the end of June. The stake puts it as the 18th biggest position in the Berkshire portfolio behind Amazon and Constellation Brands, according to VerityData.

Berkshire’s equity portfolio is worth about $300 billion, so it is possible that Buffett’s two investing lieutenants Todd Combs and Ted Weschler were more responsible for this purchase rather than the “Oracle of Omaha” himself. Buffett said one of his investment managers was behind the Amazon investment in 2019.

The insurer’s stock shot up 6% in extended trading following Berkshire’s disclosure.

Shares of UnitedHealth were down nearly 50% for 2025 through Thursday’s close before Buffett’s filing. The largest private health insurer has become the face of a public blowback in this country against the rising costs of health care. UnitedHealth is currently facing a Justice Department investigation into its Medicare billing practices.

In May, the company pulled its annual earnings outlook and CEO Andrew Witty stepped down. Last month, UnitedHealth gave a new 2025 outlook that was well short of Wall Street estimates, hitting the stock further.

Buffett, who’s turning 95 this month, has been critical of the healthcare system in the U.S., calling it a “tapeworm” on the economy due to its high costs. In 2018, he, along with Jeff Bezos and Jamie Dimon, launched a joint venture to improve healthcare for their employees and potentially for all Americans, but it was eventually shut down.

UnitedHealth isn’t the only stock Berkshire picked up recently. In fact, the conglomerate also took small stakes in steel manufacturer Nucor, outdoor advertising company Lamar Advertising and security firm Allegion. Berkshire also got back into homebuilders Lennar and DR Horton.

Shares of Nucor jumped nearly 8% in afterhours trading, while Lennar and DR Horton popped about 3% each.

Buffett also pared his positions in Bank of America and Apple. The Apple stake was cut by about 7%. Berkshire’s largest positions as of the end of the second quarter were Apple, American Express, Bank of America, Coca-Cola and Chevron.

The legendary investor is stepping down as Berkshire CEO at the end of the year, handing over the reins to Greg Abel. Buffett will stay on as chairman of the board. It’s still unclear who will be in charge of Berkshire’s gigantic equity portfolio, though Buffett has alluded that Abel will be making all capital allocation decisions at the conglomerate.

UnitedHealth attracted other buyers last quarter, according to filings, including Michael Burry and Appaloosa Management’s David Tepper. Shares of the insurer are trading at a price-earnings ratio of just under 12, near its lowest in more than a decade.

There was speculation regarding a mystery stock Buffett was buying as Berkshire had asked for permission to keep certain holdings secret last quarter. It turns out the secret stock was a combination of multiple positions and likely the stakes added in DR Horton, Nucor and Lennar “A” shares.

Apple on Thursday announced a redesigned blood oxygen feature for some Apple Watch users, following a yearslong intellectual property dispute over the capability.

Apple said the redesigned feature is coming to some Apple Watch Series 9, Series 10 and Apple Watch Ultra 2 users on Thursday. The update was possible because of a recent U.S. Customs ruling, the company said.

In 2023, the International Trade Commission found that Apple’s blood oxygen sensors infringed on intellectual property from Masimo, a medical technology company. Apple paused the sale of some of its watches and began selling modified versions of the wearables without the blood oxygen feature.

“Apple’s teams work tirelessly to create products and services that empower users with industry-leading health, wellness, and safety features that are grounded in science and have privacy at the core,” the company said in a release announcing the feature rollout.

CNBC has reached out to Masimo for comment.

Users who do not currently have the feature will be able to access it by updating their iPhone to iOS 18.6.1 and their Apple Watch to watchOS 11.6.1, Apple said. Users will be able to see their results in the Respiratory section of the Health app.

Apple has been pushing deeper into health care in recent years.

The company recently released a sleep apnea detection feature for Apple Watch users and hearing health features for its AirPods headphones. In February, Apple launched its first major health study in five years.

For years, conservative groups and corporate leaders argued that the U.S. government would be better if it were run like a business.

For President Donald Trump, who has controlled his own businesses for decades, that looks like taking an increasingly active role in individual corporations’ affairs, from manufacturing to media to tech firms.

And corporations are meeting the demands of a president who is more freely exerting his powers than he did the last time he was in office. At Trump’s urging, Coca-Cola said it would produce a version of its namesake soda with U.S.-grown cane sugar. Paramount paid millions to settle allegations Trump levied against CBS’ venerated “60 Minutes.” Two major semiconductor makers agreed to give the government a cut of their sales in China. The CEO of Intel met with Trump soon after the president called on him to resign.

“It’s so much different than the first term,” said a Republican lobbyist whose firm represents several Fortune 500 companies, who spoke on condition of anonymity to speak candidly. “He’s just acting like a businessman. In his first term, I think he was trying to cosplay as a politician. He’s more comfortable in his own skin, too. He can explain deals better.”

Trump’s role represents a break with past administrations that may have been unwilling or unable, politically, to bring similar pressure to bear on businesses. In the past, small-government conservatives once accused previous Democratic administrations of attempting to “pick winners and losers” by trying to regulate industries. Trump today stands downstream of a bolder right-wing movement that calls for enhanced state intervention in corporate affairs.

Trump has said the corporate concessions are intended to boost the U.S. economy.

And the White House, in a statement, reinforced the idea that Trump’s involved approach to private-sector dealings is a key part of his economic agenda.

“Cooled inflation, trillions in new investments, historic trade deals, and hundreds of billions in tariff revenue prove how President Trump’s hands-on leadership is paving the way towards a new Golden Age for America,” White House spokesperson Kush Desai said.

Ulta Beauty and Target said Thursday that they have decided to end a deal that opened makeup and beauty shops in hundreds of Target’s stores.

Shares of Target fell about 2% in early trading, while Ulta’s stock slid about 1%.

In a news release, the companies said the partnership — which also added some of Ulta’s merchandise to Target’s website — will end in August 2026. Target had added more than 600 Ulta Beauty shops to its stores since 2021, according to a company spokesperson. That’s nearly a third of Target’s 1,981 U.S. stores.

Ulta Beauty at Target shops carried a smaller and rotating assortment of the merchandise at the beauty retailer’s own stores. They were staffed by Target’s employees.

The loss of the popular beauty retailer’s products could be another blow to Target as it tries to woo back both shoppers and investors. Target’s annual sales have been roughly flat for four years and it expects sales to decline this fiscal year. Shares of the company are worth less than half of what the were back in 2021, when they hit an all-time closing high of $266.39. It also has faced backlash over both its Pride collection and its rollback of key diversity, equity and inclusion initiatives.

Store traffic for Target has declined year over year nearly every week from the week of Jan. 27, days after the company’s DEI announcement, through the week of Aug. 4, according to Placer.ai, an analytics firm that uses anonymized data from mobile devices to estimate overall visits to locations. Target traffic had been up weekly year over year in the four weeks before Jan. 27.

The only exceptions to that trend were the two weeks on either side of Easter, when traffic rose less than 1% year over year, the firm’s data showed.

On earnings calls and in investor presentations, leaders of the Minneapolis-based company had touted Ulta’s shops and its trendy beauty brands as a way to drive store traffic.

At a investor presentation in New York City in March, CEO Brian Cornell highlighted beauty as a growth category for Target and cited it as reason for confidence in Target’s long-term business. He said the company had gained market share in beauty and its sales in the category rose by nearly 7% in the fiscal year that ended in early February.

Target’s CEO Brian Cornell, 66, is expected to depart the company soon. The longtime Target leader renewed his contract for approximately three years in September 2022 after the board scrapped its retirement age of 65.

David Bellinger, an analyst for Mizuho Securities who covers retailers, said in an equity research note on Thursday that Target’s “messy in-store operations” as well as issues with retail theft and insufficient staffing at stores likely contributed to the companies ending their partnership.

“Overall, we see losing the Ulta shop-in-shop relationship as a negative development and something else Target’s next CEO will have to grapple with,” he wrote.

In a statement on Thursday, Target Chief Commercial Officer Rick Gomez said the discounter is “proud of our shared success with Ulta Beauty and the experience we’ve delivered together.”

“We look forward to what’s ahead and remain committed to offering the beauty experience consumers have come to expect from Target — one centered on an exciting mix of beauty brands with continuous newness, all at an unbeatable value,” he said.

In a statement, Ulta’s Chief Retail Officer Amiee Bayer-Thomas described the Target deal as “one of many unique ways we have brought the power of beauty to guests nationwide.”

“As we continue to execute our Ulta Beauty Unleashed plans, we’re confident our wide-ranging assortment, expert services and inspiring in-store experiences will reinforce our leadership in beauty and define the next chapter of our brand,” she said.