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.
Mel says
I am PUMPED! Congrats!
Ginny @ Goofy Monkeys says
So fantastic! Congrats on the side gig and thanks for sharing with us!
Heather says
How insanely awesome!!! Congrats!!!
Jenn says
Oh my goodness!!! I am so insanely excited for you guys!!!! I have been following your blog for so long that I wanted to jump up and down with you and do the clap and squeal!!!! You guy have worked so hard and I couldn’t be happier!!! Can’t wait to get my hands on some of those hooks. I have been looking for some for the bathroom.
Maybe you need to have a picture share for people to show where and how they used them! Would be so fun!
YoungHouseLove says
We’d love to see any and all photos of you guys using them! Can’t wait to see where “our babies” end up!
xo
s
MG says
Awesome! Are these made in the US? Would be so great knowing that these things came from an ethically sound company as well as being cute. Congratulations to you both!
YoungHouseLove says
Thanks MG! They’re designed and engineered in the US by Liberty Hardware – in North Carolina and Illinois – and they’re manufactured overseas in China, where Liberty also has an office full of employees. Liberty Hardware and Target both 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).
xo
s
Jen says
OH my stars! 1.) I am so excited for y’all. And for these products. 2.) Your wedding photo in the picture hanger product shots… I die!! Is that not INSANE to see yourselves on the TARGET WEBSITE!!!!!!!
Janelle says
Congrats guys! This is SO cool!
Could I put in an advance request for something elephant-related and whimsical in the next round of designs? ;) Actually, anything you do turns out GREAT. Totally have faith in your awesomeness.
Kacy says
WOW WOW WOW! Congrats you guys!! That is so awesome and they are so cute – I can’t wait to go scope them out in real life.
Big huge congrats and wishing you much success down the road with this!
Jen D says
***SQUEEEEEEEEEEEEEEEEEEEEEEEE!!!!!!!!!!!!!***
That is so much awesomeness! Congratulations, you guys! Can’t wait to see them in person!
Heather says
That is so exciting. I live in Winston-Salem and Liberty Hardware is a great community supporter of an event that I have been involved with for 8 years called ReStore Spaces that benefits our local Habitat ReStore. Designers have to design 12 X 12 rooms using only ReStore items. Liberty is the title sponsor and donate items for the event and even design a room each year. You can check it out here: http://www.restorespaces.com
Congrats again!
YoungHouseLove says
That’s so awesome to hear Heather! They have been amazing to work with!
xo
s
Genelle says
When these are in stores you’ll catch me running out the door to Target for sure!!!
Summer says
I can’t wait to get a set of them!!! I love the blue octopus!
Laura says
This is so funny! Just yesterday, when the Oh Joy collection hit Target I was thinking, someday Young House Love will have their own Target Collection and then they will have made it BIG TIME. Congratulations! So excited for you!!
liz says
Are those cute decorative pushpins from the second to last picture part of the collection? Adorable!
YoungHouseLove says
Aw thanks Liz! Those are actually picture hangers, so they can be screwed into the wall above a picture and you can use ribbon or twine to make the photos hang below them.
xo
s
Pamela F.B. says
YOWZA! That’s BIG news! Congrats! Screaming over to target.com now to check it all out!!!
Becca says
Oh my gosh! Congratulations!!!! I just love you whole adorable family, and totally love reading your blog! Keep up the great work! The possibilities are endless with your creativity! Who knows where you’ll be next!
Colleen Wilson says
O.M.G. How fabulous! I need a Burger hook. Need.
Pamela F.B. says
Just as I thought…ADORBS!!!
Vivian Foster says
Really you guys didn’t have to design a whole line of hanging hooks, shelves, etc. just for my little bathroom redecorating … but I sure do appreciate it! Congratulations on this newest venture …. so very cool.
Jade Payne says
I really don’t know why I feel so proud of you guys. I feel sort of like a mother bird. SO proud. Brings tears to my eyes thinking of how far your story has come. I feel like I should bake yall cookies or something. Love yall!
YoungHouseLove says
Love you right back Jade!
xo
s
Cathy says
Congrats to you, J & S!
I’m hoping your frequent comment-answering today means you dodged the throw-up bullet. I was praying to that end, given your late stage pregnancy. Seems to me you’ve done enough of that by now ;-)
YoungHouseLove says
Alas, I think I had it yesterday (I always have morning sickness so it’s hard to tell, but I felt hotter/fluier than usual) but I think it has passed since it’s just a 24 hour thing. Just back to regular morning sickness today. Haha! I think John dodged the bullet completely, though! (*she says as she knocks on wood and hopes she didn’t just jinx him*)
xo
s
Stephanie says
I love these! You will be reminding us when they hit the stores so I can go scoop some up, right?? :)
YoungHouseLove says
Oh yeah, I think when they hit stores we might lose our minds completely, so you’ll know…
xo
s
Liz says
I’m freaking out… this is such amazing news AND I live in Winston-Salem. I will definitely be picking up some of those doorknob hangers!!!
Jessica says
So excited for you all and also really happy that this news is out before I start our nursery (which really should be done by now, but isn’t.). There are some fun items in your collection that will work great in our home. Love! I also really love seeing my hometown company working so well and in so many ways with bloggers lately. Congrats!
Kelley says
Congratulations! So excited to see your designs sold at my favorite store! I have a vintage bee soap dish and toothbrush cup I brought back from England, so I can’t wait to order a few of the bee hooks for our Master bath to tie it all together!
Erin says
Oops! I meant this for the previous post of yours :P Congrats on the Target collaboration! I love love love those Burger hooks.
Christi says
Someone asked me what I’d want to do if I didn’t work for a PR firm. I sent them a link to your blog. I wanna be you when I grow up! ;) So happy for you.
YoungHouseLove says
That’s so sweet Christi!
xo
s
Amy B. says
GET OUT you guys! That’s so incredibly awesome. What a wild ride you have had. Well-deserved success. Congrats! (can you ask for placement next to Nate’s stuff?)
YoungHouseLove says
I think we’ll be at least a few endcaps away depending on the stores, but probably close enough to make me need to sit down and breathe into a paper bag…
xo
s
Haley says
OH EMM GEEEEEEEE! So excited for all the things I can buy! I mean, for you guys ;-) The collection looks amazing. I’m already embarrassed for myself re the strange happy jumping I’m going to do when I see them in the store.
Sharon S says
This could NOT have happened to a nicer couple.
Congratulations you guys!!!!!!!!!
YoungHouseLove says
Thanks so much Sharon, you’re so sweet!
xo
s
Emily @ Love, Pasta and a Tool Belt says
This is so cool! Target is my favorite store! I look forward to seeing your stuff in there soon!!
Michelle Kersey says
EEEEKKKKKSSSSSSSSS You said… TARGET!!!!!! I pretty much lost it after that.
I’m super D duper excited about this! I’ve been wanting to get a hook for my kids rooms to hang their robes one. #destiny
Maxime says
DUDE!!!!! That is so insanely cool. I’m thrilled for you guys (and for myself – Target is pretty much my fav place EVER and I’m gonna need to get my hands on some of these!).
It’s been so cool to “see” your blog grow into something big – yet you guys never changed. Always courteous, down-to-earth, humble and still just doing what you think is fun and what you believe in. Way to go guys :)
xoxo
YoungHouseLove says
Shucks, Maxime, you’re so sweet. We are very grateful to have you guys. Best readers ever.
xo
s
Karah @ thespacebetweenblog says
Holy cow that is so exciting!!! HUGE congrats to you guys, everything looks awesome!
Lesli says
This is awesome! Congratulations guys!
marcy says
Wow! Lovely AND functional!! I’m so hopeful that these pretties are manufactured here in the USA!!
Ashley from Seattle says
Congratulations! So Excited for you guys!
Jamie says
Ahhhh! I never expected the secret to be a deal with TARGET! A match made in heaven — congrats!!
Diana says
Congratulations guys, this is super exciting!
I’ve been wanting to get hooks to organize my necklaces but hadn’t decided on anything yet. So glad because now I can shop from your line, weeeee!
Diana says
I had to double check this wasn’t me because I forgot exactly what I said. Hahaha. (a different Diana)
Amanda says
You know you’ve made it in life when you sell stuff at Target! How exciting for you guys. I just bought the three Cocoa Bronze ones like you have in your second photo (ironically I’ve been scouring stores for a cute way to organize my necklaces– hallelujah, my search is over) I have no doubt that this stuff will fly off the shelves which is why I placed my order immediately after reading this– congrats!
Monika says
Oh. My. Gosh. I am so excited/happy/proud/impressed!!! I’m already making plans for all of the nooks in my house that I can spruce with items from your line at TARGET! whoa. it’s a dream come and I am so happy for you :o)
meenah says
Huge congrats!!! Love Target, and LOVE you guys!
Brittni says
Congratulations! The collection is amazing. I just bought preeeeetyyyy much everything. Love you guys, keep up the amazing work!
Brittni
http://glamyork.com/
Nicole says
Such exciting news! Congratulations on the line!
LMG says
Darn. Will come out after the $10 off $50 in home decor coupon expires… :(
YoungHouseLove says
Does that coupon work online? If so, you could cash it in before it expires :)
xo
s
Katherine says
Holy Carp!! This is the most awesome thing EVER!! Wahoo-wah!
Kim Williams says
Great job guys – I just ordered both octopus hooks :)
Thanks for all the inspiration. Made new curtains for 3 rooms the past month. Driving my husband crazy now!
Keep up the great work and happy babying!
Diana says
Congratulations!!! That’s very exciting!! I really like the Octopus one…already trying to figure out where in my house it could go…
Aimee W. says
Congratulations! This is SOO exciting! I just placed an order for the teal octopus and the white round doorknob! Thanks for being so amazing!!
Lesley | Artsy Forager says
Super duper exciting!! I’ve been reading your blog since waaaay back before the name change and have enjoyed following and your journey so much. Thank you for sharing so much of the behind-the-scenes process with us! This seems to be the month for Target collab announcements. ;-)