Young House Love

Home Decorating & DIY Tutorials

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Our Hardware Designs – In Target!

It’s been nearly three years in the making, so it’s hard to believe that the day is finally here that we can share our longest-stretching side-gig to date. We’ve been designing a collection of products… and a bunch of them are now being sold exclusively at Target (!!!). Cue the sound effect of a cat sprinting out of a bag.

Liberty Young House Love Target1

We designed three or four dozen pieces before the final mix was chosen – and those designs, which are an assortment of wall storage and hooks, are available right now at Target.com and will be on endcaps in most US stores starting March 31st.

You’ll be able to find them in the Home Improvement section where they’ll be hanging out for 14 weeks. Did I mention that we’re freaking out like Clara next to a furry mascot that she “just wants to hug and squeeze”?

Liberty Burger Hook

To say we never thought something like this would ever happen to us might be the biggest understatement of our blogging careers. And even when this process started rolling waaaaay back in July of 2011, we never expected that it would end up here.

Liberty Doorknob Hooks

When you look at the collection you’ll notice that we’ve adapted a lot of things that we love – from bees and old skeleton keys to a certain ridiculously handsome chihuahua. And everything’s priced at $14.99 or less.

Liberty Bees

We even included a bit of DIY customization in the mix, thanks to these raw wood hook rails (one with a picture ledge on top, and one without) that you can personalize with paint, stain, wallpaper, decoupage, or whatever else you have on hand. Then you can choose any of the four hardware styles in either oil-rubbed bronze or white and screw them into the predrilled rail holes.

Liberty Painted Decoupaged

But let’s rewind back to July of 2011, when this whole thing started. At that time, a company called Liberty Hardware was a sidebar blog sponsor of ours and they asked to come interview us for some research they were doing about the do-it-yourself trend. A few months later, that research turned into an invitation to explore the possibility of designing some products with them. When we said yes there was no part of us that ever envisioned them ending up in a store like Target.

Liberty Key Rail

The next two years were an exciting and sometimes intense process of design and development. Never again will we underestimate the work that goes into making those everyday products that we see on store shelves. We were primarily responsible for the creative direction, which involved providing everything from rough sketches to color/finish input along with design tweaks and feedback at every step of the design process. Liberty’s team was great to work with, and had things like manufacturing feasibility and sales analysis covered – which was a huge necessity to taking our ideas from paper (and visions in our heads) to real-life objects.

162003 YHL Octopus Hook Teal1

The development process was hugely interesting to us because it was like nothing we had ever seen. From the drawings & images that we provided, the Liberty design team would illustrate some options, the best of which then got modeled either on a computer or in clay by hand (sometimes both). Those then became 3D printed models that could get cast to become real production prototypes and eventually the final product was born. There was feedback, tweaking, and even a few “back to the drawing board” moments at each step in the process. Questions of scale, symmetry, functionality, finish, price, etc. were always being considered – as well as how everything would fit together as a collection. Heck, there was even a focus group held at one point! So all-in-all we probably designed forty or fifty pieces before they got narrowed down to the current mix.

Liberty Process

While lots of the design work happened virtually (through email and conference calls), The Liberty team – which is primarily headquartered about 3.5 hours from us in Winston-Salem, NC – traveled to Richmond on several occasions. We also found ourselves traveling to see them in North Carolina, meeting with their design team in Chicago (that’s Adam pictured, who has been bringing our ideas to life from day one of the project), and even flying out to the Target headquarters in Minneapolis at one point. Despite that meeting happening in late April of last year, we still happened to catch a major snowstorm. We’re not sure how you Minnesotans do it.

Liberty Meetings

That trip in Minneapolis was especially surreal, since it happened just a few months after we had been there for our book tour. It was weird to be secretly traveling there after so freely Instagramming our previous tour travels. We actually got recognized a couple of times while standing outside of the Target offices, so we were pretty freaked out that our cover was blown (to the folks who said hi to us, we can now apologize for being SO INSANELY AWKWARD). Secrets are no fun.

Liberty Target Dog

We shot the images you see in this post (and that appear on the packaging) in our house last November. It felt a lot like our book shoots when we were trying to create a diverse mix of backdrops in a house with very few painted walls, so we had to get a little creative. You can see in this photo that we used a remnant piece of grasscloth wallpaper to spice things up behind the Burger hook. And that’s our brother-in-law/pro-photographer Todd who did all of the shooting. Nothing like keeping it in the family.

Liberty Todd Shoot

Once it was cropped, you’d never know there was painters tape and blue trim lurking just out of frame.

Liberty Burger Hook

After all those months, all those trips and meetings, all those designs and redesigns, and all of the shooting/writing for the packaging, it still feels completely unreal that this project is out in the world now. And we’re even more excited to hopefully roll out more products as the year goes on. Yup, we’re actively pitching new designs that go beyond wall hooks and storage (Target prefers the idea of tight collections, so we’re working on different home/DIY themes that could be switched out seasonally).

We owe a huge thanks to all of the people who’ve been a part of this, especially those who have put up with our silly questions or nit-picky changes. So a big virtual hug goes out to everyone who saw something in our ideas, and helped bring them to life.

Liberty Picture Hangers

And of course we have an insane amount of love for you guys for sharing this crazy journey with us (and for putting up with our “secret project” for so long – we really wished we could have told you, oh, 32 months ago). Never in our wildest dreams did we think that first post back in 2007 would lead us here. Oops, I think the orchestra is playing me out, but picture me waving my chihuahua hook in the air while Sherry gracefully trips over her gown on the way down the steps. She’s the J. Law to my J. Leto (I just have to work on my flowing man-mane).

You can browse and buy everything now over on Target.com, and then it’ll be in most stores beginning March 31st. Fingers crossed that the sight doesn’t send Sherry into labor!

Target Screen Capture

Update – Some of the most frequent requests that we get are for info about professionally blogging (how we made our site, how we grew our following, how we make money, etc) so we shared all of the details about how we started a blog, grew our traffic, and turned it into a full time job. 

Comments

  1. Paula says

    WOW! Just wow! Congrats you two! Can’t wait to see the collection in person while doing my weekly shopping and sipping a carmel flan latte. Oh the money that I spend at Target…

    Reply

  2. KiTX says

    I am SO GLAD I didn’t already buy hooks for the little dog-gear nook I’m putting together so now I can buy the ones YOU GUYS designed! Meep! Congrats, y’all!

    Reply

  3. michelle hofmann says

    So happy for you guys! I am sure that was a (BIG) fun project!
    I did think a few months ago….”What could YHL design for Target?” That’s awesome! Can’t wait to grab a few hooks and shelves! I will instagram a picture for you!!! CONGRATULATIONS!!!! You both are very inspiring! On a side note, Sherry, have you been painting?(canvases, not walls!)

    Reply

    • YoungHouseLove says

      I wish! I have been meaning to paint the other two house portraits to hang with the one I did of our first house. Maybe when the baby comes? Or is that just a crazy thing to say out loud? Haha! I’ll have to master painting while nursing…

      xo
      s

  4. Marilu Luna says

    Wow!! So excited for your guys. Good things happen to wonderful people and they picked a wonderful couple to work on this fabulous idea and project. So proud of you guys!

    Reply

  6. Nic says

    Yay! So exciting! I just ordered the skeleton key wall hook in white, right after squealing with delight looking at all the young house loveliness! Congrets on a job well done!

    Reply

  7. Lauren says

    Congratulations you guys! I might just have to go to Target.com and buy it all up right now! Target is my favorite! So awesome!

    Reply

  8. Cora says

    Goosebumps! So many goosebumps! I’m so proud of you dear internet friends who have no idea who I am! Good things happen to good people!

    Reply

  9. Marie says

    Holy awesomeness!!!!! Please tell me you called Nate Berkus to tell him to move over honey and make room for John and Sherry!!!!!

    Reply

  10. Anne says

    My 5 year old daughter saw this post on my tablet. She immediately declared them “awesome!” and announced that she needs the bee for her bedroom.

    Reply

  11. MelanieP says

    SHUT UP AND TAKE MY MONEY! This is so exciting!!!

    Question — can the woven style decorative picture hanger also be used as drawer pulls?

    Reply

  13. Jamie D says

    YOU GUYSSSSS CONGRATS!!!! Lovelovelove

    Maybe this is weird but when I saw the picture frame holder knobs I wondered if they could be dresser knobs somehow? Specifically I want the hexagon acrylic one as a Hemnes dresser knob. I’ve been searching for pretty dresser pulls forever and would so love a YHL one! Think it could work?

    Reply

  14. Kathy says

    Congratulations! This is big news! I remember waaaaay back when I found your blog (in house #1) and I knew I’d stumbled onto a treasure. Now I feel like I’m sharing you because everyone knows who you guys are!! I’m so excited for your success & progression, both professionally & in your family. Good luck next month with the new baby.

    Reply

  15. Brooke says

    This is so exciting!!! I’ll be getting one of those cute bee hooks for sure! Target for the WIN! Congratulations you guys!

    Reply

  16. Lindsey says

    As a fellow chihuahua owner, I NEED THAT CHIHUAHUA HOOK! I hope target.com will ship to Canada reasonably. *fingers-crossed*. Any clue if your designs will be making it into the Canadian targets?

    Reply

    • YoungHouseLove says

      Thanks Lindsey! From what we hear if you guys ask for it on Target Canada’s Facebook page (or via their Twitter account), they’re a lot more likely to be responsive – so feel free to tell yours that you’d like to see it! We also have an international giveaway lined up in early April, so anyone in the world can win the entire collection :)

      xo
      s

  17. Susan in Colorado says

    OMG that is so totally awesome (geez I sound like a valley girl)… I am going straight to Target.com to check it all out… How freaking exciting is that?? (Now I am not gonna ask, but back of my mind I wonder how much this gig pays? LOL.. you don’t need to fret over that question…. lol).. CONGRATS to you guys.. LOVE your blog and I am sure I’ll love your stuff!

    Reply

  20. Michelle says

    This is so incredibly exciting…although I don’t even know you guys, I think it’s wonderful when opportunities like this happen for such great and hard-working people, like yourselves! Now I need to decide what to buy, or, just buy it all?! Congrats!

    Reply

  22. Anna P says

    Hi am SO excited for you guys! Can not wait to go check out what you have at Target. We need hooks for sure and can never find cute ones! Thanks for keeping these in a realistic price range, so that all of us can enjoy them! Very very cool! Keep the products coming! Would love to see you all give some ideas for a Tween room (blues and greens preferably) :).

    Reply

  23. Koliti says

    John & Sherry, CONGRATULATIONS on your Liberty Hardware & Target design adventure! What a perfect and thrilling ride for you!!

    Thanks for sharing the design process – so interesting.

    Did Clara get to pick out a hook for her room?

    Are you taking suggestions for things people would like or need in their homes? Because I could really use some interesting/different finials for the ends of curtain rods. I’m using 1/2″ conduit for a curtain rod (DIY, right?) and I need finials! Work your magic :)

    Reply

    • YoungHouseLove says

      Thanks Koliti! We were hoping folks would weigh in on what they’d like to see in future collections so we can show Target what people are interested in ;)

      And as for Clara, she favors the white Burger hook, the blue octopus, both colors of the bees, and the blue faceted picture hanger (she asked if we could make that the doorknob to her room, haha!).

      xo
      s

  27. Nichole K says

    Adding my congratulations to the many already here! Can’t wait to snag some chihuahua hooks (love them!), not to mention, see what else may be coming down the line from this partnership. :)

    Reply

  29. Jenn says

    Congrats on your accomplishment! I must confess, I’m a bit diassapointed though, as I feel like I’ve seen all these designs before. They just seem…unoriginal. I’m sorry, but I can’t help feeling a bit like you overhyped your line with all the “secret project” stuff.

    But perhaps you can fix that. Will you be using your line in your home? I’d like to see how YOU utilize these products, which are obviously things that you personally like. I think it would be beneficial to see them used in your own home. Because, if you don’t use your own products, then why should I?

    I’d like to see you come up with some really creative and different ways that you can use this line, and really personalize it. DIY your own line, so to speak. I challenge you! :)

    No need to reply to this comment.

    Reply

    • Jenn says

      Btw, I just wanted to clarify, since you haven’t yet approved my comment, I wasn’t trying to be mean. I was just disappointment because a line of hooks wasn’t what I had in my head! I almost think it’s better not to tease your readers with “secret project” stuff…it’d be better to just surprise us with the reveal, without the hype leading up to it. It may work sometimes, but in my case, the reveal didn’t live up to my imagination, as initiated by the “secret project” tease. If I hadn’t known something was in the works, I probably would have been more impressed. And I AM really curious as to how you would use these in your house….actually USE them, not just stage them for a photo op. I didn’t mean to offend.

      I also wish you well in future endeavors. If there are future collaborations with Target, I’m curious to see what else you designed.

    • YoungHouseLove says

      Sorry for the delay, Jenn. We’re trying to keep up with comments today and sometimes it’s faster to fly through those without questions first. I agree the secret project thing got bigger than it needed it to be, since it originally was mentioned during our blogiversary just to illustrate how our work time is spent. We do plan to use some of them in our house and in the showhouse and will definitely share once we have.

      -John

    • Jenn says

      No problem. I know comment moderation probably takes up way too much of your time. I look forward to seeing how you use the products in your home and the show house.

  31. Janine says

    Congrats! I think I NEED that octopus hook! My son’s room is all decked out in fish and under the sea cuteness and that hook would be perfect to hang his bath towel on.

    Reply

  34. Heidi says

    WOW! Congratulations! I love that you were working on this in my hometown, Minneapolis and my adopted town Winston-Salem! Good thing I didn’t run into you in NC, I would have been star struck, just like I was at your Charlotte book signing. LOVE the collection! Putting a trip to Target on my calendar for 3/31 right now. Gotta add to the someday nursery collection for my non-existent grandchildren and for us right now – I have been looking for some hooks and these are perfect!

    Reply

  35. Carolyn says

    What a terrific secret project! Congratulations!

    Quick question about the picture nails – how are they secured to the wall? In the photo, there is a wooden piece with what looks like a nail (almost like a giant tack?) but I don’t see the wooden piece in the collection. Are the picture nails similar? Target’s website says they come with screws. If it is a nail – how do I nail it in without damaging the decorative knobby part? Last but not least – could I use these as hooks as well (ie, are they strong enough?)? I’m sorry for all of the questions – I’m just really excited and want to order before all of your readers crash the Target site!

    Reply

    • YoungHouseLove says

      Thanks so much Carolyn! The final mechanism of the picture hangers is sort of a double-sided screw, so you screw it into the wall where you want your picture hanger, and then you screw the picture hanger onto the screw until it’s nice and firm against the wall. It’s meant to hold pictures up, so you can definitely use them to hold things like towels, leashes, scarves, and jewelery on their own – maybe not a giant purse full of bricks though ;)

      xo,
      s

  36. Teri says

    I was halfway out the door on my way to Target but luckily read far enough to see I’ve got to wait a couple more weeks… sigh… But, loooove the collection! So excited for you guys!

    Reply

  37. Carla at Loves Moose says

    I’m so excited for you. I love everything you designed. The octopus is adorable and so clever!

    Is there any way you can help me find out where the moose keychain is from? I’m kind of a moose fanatic!

    Reply

  39. tia says

    I’ve been looking for the perfect place to hang my favorite necklaces and that octopus hook is exactly what I’ve been waiting for!

    Reply

  40. Teren S. says

    LOVE, LOVE, LOVE, LOVE a hundred billion times!!!! I’ve been following you guys since your first house, and I love how far you’ve come! Congratulations!!

    Reply

  42. Diane says

    Congratulations!! That is so great!! Can’t wait to see it in Target…I was thinking I could hook up my tape measure,scissors etc.
    I was worried about Sherry over the weekend hoping she didn’t get the stomach flu Clara had. Sounds like all’s well…not slighting you John but you’re not ready to give birth!!!

    Reply

  43. Janet says

    That is such wonderful news!! In the picture with the Burger-inspired hook with the green leash, where is the yellow vase from?? I love it!!

    Reply

  44. Gabriela Rocha says

    And why Target dont deliver in Brazil? I’m heartbroken. The octopus would look perfect in my new living room. I’ll have to find a way to get one. Congratulations! Can not wait to see other “secret projects”

    Reply

    • YoungHouseLove says

      Aw thanks so much Gabriela! We also have an international giveaway lined up in early April, so anyone in the world can win the entire collection :)

      xo
      s

  46. Estelle says

    Just curious, since I know you guys are ubber-responsible about things like this. Obviously the “office” you refer to in China is a factory. Have you checked on the safety record of the factory?

    Reply

    • YoungHouseLove says

      Good question! Liberty Hardware and Target have very strict standards. Target doesn’t work with any factories that aren’t inspected for worker safety and ethical treatment, and Liberty has been working with them for years.

      -John

  47. Emy says

    Congrats!!!! I wouldn’t call it a secret …more like a wonderfull surprise I love surprises! If they’re all like this keep em coming! Love everything wish I could buy it ALL Great job and thank you for your creativity. Hope you guys design lots more!

    Reply

  49. Lynn Blevins says

    To say I am happy for you would be an understatement. Having worked with you both previously I know what sweet, sincere, creative and genuine you both are. Enjoy every moment!

    Reply

  50. Jill says

    I work in the Product Design department for Home, at Target HQ, and even I didn’t know about this!! This was really a secret!!

    Reply

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