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.
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”?
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.
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.
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.
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.
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.
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.
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.
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.
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.
Once it was cropped, you’d never know there was painters tape and blue trim lurking just out of frame.
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.
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!
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.
leatitia says
first; OMGOMGOMGOMGOMGOMG so happy for you guys!!
second; so sad it’s not for sale on target.ca ! :(((
YoungHouseLove says
Thanks Leatitia! 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
Phoebe K says
Good for you! Y’all are such an inspiration to me.
I can’t WAIT to get a few octopus hooks for my bathroom!
Amy @ keepin' up with the Smiths says
Seriously, so excited for ya’ll!
Tracy de Lemos says
Best. News. Ever. (!!!!!) Congratulations guys! You deserve every success that comes your way. I cannot tell you how much I look forward to reading your blog daily and appreciate the fresh, new content, which I can imagine is now always easy!
I also cannot tell you how many times my husband says “what would John and Sherry do?” when I am trying to cut corners or half-a$$ a DIY project. So my home thanks you as well for making me follow through and do things the right way!!
Again, congrats! Very excited and can’t wait to purchase some YHL at Target!
YoungHouseLove says
Thanks so much Tracy!
xo
s
Katie says
Congratulations! I can’t wait to check everything out in person on the 31st!
Leigh says
OMG!!! How exciting!!! Congratulations! This is huge news. I love Target and I love your family! Can’t wait to check out your collection.
John says
Haha I mentioned way back when to see if Target might be interested in working with you. Think it was after you had done some pillows.
Flagless says
Congrats! :)
Elsa says
That is SO exciting! You guys are such an inspiration for following your heart and doing what you are passionate about. Maybe you’ll share an aisle with the Nate Berkus collection!
April says
I’m so thrilled for you guys!! What a huge step for you all! I’m willing to bet that you never could have even imagined that your blog would turn into books, designing lights, homes and your very own Target line!
Congrats!!
Jotioo says
Congratulations!!!! So exciting!
Ash says
SHUT THE FRONT DOOR! This is so effing cool, and I bet you guys have just been bursting at the seams with the excitement of it all! You guys have worked so hard to achieve your dreams (even the ones you didn’t know you had 3 years ago) and you deserve all of these great things that have come your way!
I am in definite need to overhaul my necklace storage situation, and I think that customizable board might be just the ticket. But those hexagon acrylics are kinda cute too… I was thinking, maybe you guys could have a post where people can submit their pix of how they’ve decorated with your products in their homes (the way we used to post results of the pinterest challenge?). It could be a good “filler” post where the readers do most of the hard work after the baby comes, and your products have been on the shelves for a while and we’ve had a chance to snap them up?!
YoungHouseLove says
We’d love to see how you guys use them! Send us pics!
xo
s
April says
Congratulations! What amazing wonderful news!
Beth says
Good thing I work there part time and get a discount since I plan on buying them all for myself or as gifts. Great job at keeping the secret. I didn’t even see it in the Target mail we get as team members!!!!
Miranda says
Wow. I just cannot believe how much you accomplish. It is just remarkable. Congratulations. I love the doggie hook and will absolutely buy one!
Roxanne M says
Congratulations! That is so awesome and I am so happy for you! I will definitely be checking out your collection often, as I’m in Target at least once a week! :) I am from Minneapolis and we don’t know how we live here either (as we are expecting snow today… ). We do love our Target stores though and I know several people that work at Target headquarters. I wonder if they saw you…
Best of luck on this collection and hopefully many more down the road.
Heidi says
How exciting!! Congratulations! can’t wait to see them in the stores! Also, so sorry you had to experience our miserable “spring” last year! We brought our daughter home from the hospital on May 3 with snow on the ground. It was the winter that never seemed like it would end!
Heather W says
HOLY COW!!! Congratulations! I can totally see how this excitement could cause you to go into labor…;))) Do you plan on using of these products soon in your own home?
YoungHouseLove says
We have plans to bring some home and some into the showhouse as well! Will share the pics when we do!
xo
s
Lindsay says
Oh WOW! Congrats!
And I NEED that octopus in my nursery. Quick – what could I put on the wall of a nursery that would require a hook? :)
There’s got to be something, right?
YoungHouseLove says
You’re so sweet Lindsay! We used hooks in Clara’s cousin Emanuel’s room along a wall to have cute outfits/bibs/hats hanging up. Here’s that old-old-old post of yore. Ikea also sells really soft woven baskets with a little loop that could hang from a hook for storage. Here are those in action from another kid-space makeover where we used them.
xo
s
Lindsay says
Ah, perfect! Consider it ordered! :)
lisa says
WOW! I have been following you since almost the beginning….you’ve come a long way!! congratulations!!!
Jill McB says
That is so exciting, congrats!
Molly says
Congratulations!! It is funny that it is also so exciting for everyone who is a loyal fan haha. You have a great group of friendly stalkers :)!!
Also, this makes me love Target even more!
Laci says
I’m freaking out!!!!!!!!! YAY!!!!
Tiana Johnson says
I’ve been searching for an octopus key hook for ages! Aside from ordering an expensive one from Etsy, I found an expensive one from Anthropologie (as in $50! for a darn key hook!). I haven’t even managed to finish this whole post without ordering one up from Target! You guys are the best!
Kristine says
So cool! You guys just keep getting better and better! I love all the hooks! So creative! I can’t wait to buy them!
Nicole says
Wow, congratulations! That is so exciting- can’t wait to check it out in a couple weeks!
Eadie says
Wow! Congratulations Petersiks! You are so inspiring, and a wonderful reminder of the good things that just *seem* to fall in your lap when you follow your heart, do what you love, and stay true to who you are. Wishing you the very best, always. :)
Stephanie @ Whole Health Dork says
This is so exciting, you guys! Congratulations! I can’t imagine keeping a secret for THREE YEARS! That’s a major accomplishment itself! Can’t wait to see them in person in the store!!!
Sayward says
This just occurred to me:
The icing on this cake would be having a Cartwheel for your products.
Forget Oprah or billboard or a Target line… the Cartwheel is when you KNOW you’ve arrived.
I’m seriously dying over here with pride and excitement. Today the Internet rejoices!!!!
YoungHouseLove says
Haha, that would be awesome!
xo
s
Diana says
Hahahaha…I was thinking this too. How soon until I can get a Cartwheel deal for that…because I’m kinda addicted.
Lucy S says
Congratulations and I’m so excited for you!! I am stoked because TARGET ships to APO addresses, and we are overseas in Germany for my husband’s job with the US Army. I have placed my order!! I can’t wait to hang things up on my teal octopus and pretty key… and think of you all every time I see them.
And, I’m happily waiting news for the birth of the Barnacle AND my grand-niece, in KC MO.
Best wishes from Germany,
Lucy (w/ Marzen & Paddy who would get along with Burger)
Sandy says
I just ordered mine!! I’ve been looking for a new key holder for months. You guys are amazing! Congrats on this new adventure.
Anna says
Congratulations! Soo exciting! I’ve been needing to get a place for my husband’s lost keys…now I know exactly what I’m getting! :)
Tracy says
I said that you would be doing something for Target someday in the comments of your book signing recap post when you came out to Palo Alto last January! So excited it came true!!!
Cammee says
This is so good! Just placed my $120 order! I bought the hexagon hooks in both colors and the white doorknob hooks. EXACTLY what I have been looking for!
YoungHouseLove says
Ahh, no way! Thanks so much Cammee!
xo
s
Andrea says
Congratulations! Target has always been one of my favorite places, and now even more so. Can’t wait to go shopping in the YHL section! :)
Jazmin says
NO WAY!!!!!! Congrats! I want them all! I don’t know how I would accomodate all the hooks, but I want them! I treasure my little signed ceramic bird by Sheri, now I can have something that she came up with! So cool!
I hope that didn’t sound creepy…
Jazmin
YoungHouseLove says
You’re sweet Jazmin. Not creepy at all.
xo
s
Kristina says
This is so exciting!! I was hoping and thinking it was a collection from Target! Can’t wait to see it in stores!
I’m just curious, did your family or close friends know about this while it was going on or were they kept in the dark? I know there are a bunch of confidentiality agreements and all that, so I’m just wondering and being nosy :)
YoungHouseLove says
Nobody could know other than the people caring for Clara while we traveled (John’s parents). They didn’t know specifics, just the places we were flying and a number we could be reached. It was the biggest secret we’ve ever kept, so we’re so glad it’s out!
xo
s
Keri says
Amazing!!! I must have that key holder!! Congrats! What an amazing accomplishment!
Heather MacFeather says
Holy Cow! Congrats. I almost have a tear in my eye. Seriously.
Canadians are new to local Target shops so I *hope* your stuff finds its way up here. A second Target just opened up in my city and is a mere two blocks from my house (I’ve been three times since Friday!). I love the smell of Target. Is that wierd?
Porcelain verions of the door knob and back plate go for $100+ here and they aren’t even non-breakable like yours). I’ve found a way to turn old knobs and backplates into secure hooks and would love to incorporate a few with new ones like yours. So cool that your line includes DIY options.
Beth says
Ahhh!!! So exciting. Can’t wait to see YHL products in my happy place, Target! Congratulations!!!
Jen S. says
Congratulations!! That is such exciting news. I will definitely check out the collection in my store. Way to go guys!
dee says
I am not in your “usual demographics” as I am part of the 60+ generation. I have been reading your blog for years and re-decorating my house right along with you guys. I do not have the typical grandmother’s house even though it is 50 years old:) I am so excited for this new chapter in your lives and look forward to shopping in Target for your items. I am very proud of you two and the integrity in which you write your blog. I wish you many more successes!
YoungHouseLove says
Thank you so much Dee. We appreciate the kind words so much!
xo
s
Nikki H says
Congratulations! Those items are so awesome! The worst part? Narrowing down my choices. :)
Amanda S. says
WOW!!! So exciting!!! Congratulations to you guys!!! Some great stuff here!! :)
Kim W. Rily says
Guys, that is awesome! Who knew when you started this “little” blog that you would one day be designers for stuff all across the country, even the world!!!
God/the Universe is pretty cool like that.
Maria Fe - Layers of Meaning blog says
OMG, guys! How fun. I can’t wait to get my hands on a few of these. Especially the chihuahua hook! I’m placing an order soon. Congrats!
Kellie says
Oh my gosh – that’s so awesome!! Congrats… I can’t imagine how it must feel to walk into target and see something you dreamed up. Amazing!!
anna whiston-donaldson says
I am FREAKING the FREAK OUT! This is so insanely cool! Way to go!
Jennifer @ Brave New Home says
That’s amazing! I’m loving that little octopus hook. Can’t wait to see the collection in person!
Darcie says
Awesome! I’m a Mpls native and will look for the collection in stores!