The CEO of Target has re-affirmed his company’s stance on allowing trans people to use the restrooms of their choice, despite continuing to be attacked by right-wing commentators and facing calls for a boycott.

In a televised interview, he said that the company had a long history of embracing diversity and inclusion, and the current backlash reminded him of the criticisim Target had received in the mid-60s for its decision to feature African American models.

Target posted a notice about its restroom policy in mid-April. Since that time, the America Family Association has been encouraging people to boycott the store and launched a petition that it claims has attracted over 1million signatures.

This week, Faith 2 Action’s Janet Porter – long-known for her anti-gay views and controversial radio show – called for a nationwide day of protest against Target to take place on June 4.

JoeMyGod reports that Porter is calling her protest – scheduled to take place days before Target’s next shareholders meeting – ‘Don’t Target our Daughter’s Day’.

This is despite the fact that Target’s policy is not new, and they only posted an announcement about it in the wake of inquiries following the passing of HB 2 in North Carolina.

Also, Target – headquartered in Minneapolis – is not the only major retailer adopt this stance – Barnes & Noble and Toys’R’Us have issued statements saying they have similar policies.

Appearing on the CNBC show Squawk Box yesterday, Target CEO Brian Cornell said that the company had received a lot of feedback about its restroom policy, but that it stood by its decision.

However, in what some commentators say is an olive branch to those angered by the policy, he said that the company would be adding family restrooms to all their outlets. He said that 1,400 of the 1,800 stores already had a family restroom – in addition to men’s and women’s restrooms – but they would be added to all of Target’s US stores over the coming months.

‘We took a stance. We’re going to continue to embrace our belief in diversity and inclusion, just how important that is to our company. But we’re also going to make sure our focus on safety is unwavering,’ he said.

‘We want to make sure we provide a welcoming environment for all of our guests. One that is safe, one that is comfortable.’

He also said that Target has, ‘a long history of embracing diversity and inclusion, before commenting on the criticism it received in the 1960s for being among one of the first major retailers to feature black models in advertising campaigns. Then it had again stood firm and history had proved it right.

‘Back then, it wasn’t well received. We had a lot of tough feedback. But sitting here today, we know we made the right decision.”

Target has consistently scored the top mark of 100 in HRC’s Corporate Equality Index, which ranks Fortune500 companies on the extent of their LGBT-friendly practices and policies.