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.
Erin says
Shut your face! This is amazing! I was looking for a more stylish way to hang my necklaces, and BOOM – Sherry and John to the rescue! Congrats guys! This has made my day!
Cristy says
Holy red card goodness!!!! I’m practicing all manner of self restraint to not hop online and buy it ALL!!! I will definitely be picking some up soon. Congrats guys! It all looks great!!
JenB says
I KNEW it!! Ha…totally lying..I had no idea what the big reveal was going to be, but congratulations! I hope this is just the beginning of your working with Target. I also love that you teamed up with Liberty Hardware here in Winston-Salem, my town! They’re a great company!
Brianna says
This is so exciting! I work in marketing at Target, a few of my fellow team members have been working on your endcap and I was so jealous ;) and I see your pic in front of the sparkly bullseye at HQ–I SO wish I had known you were around I would have loved to meet you in person. Good luck with the product line, I will be purchasing some cute hooks :)
YoungHouseLove says
Thanks so much Brianna! It was so crazy to peek inside the world of Target Headquarters! The whole time we were like kids looking around at Charlie’s Chocolate Factory.
xo
s
Anna Kelly says
I’ve been so excited to hear about the secret, and this was definitely worth waiting for! Already bought two octopuses (octopi?), one for me and one as a gift.
High fives to you for keeping the secret and scoring such an amazing opportunity!
Holly says
Darn it! Wish I had known when you guys were in Mpls! Congratulations on the new line! I am in love with the hexagon acrylic knobs and the build your own. Brb, heading to Target…
YoungHouseLove says
Wait, don’t peel off yet, Holly! It will be rolling out in most stores on March 31st, so it’s online for now and then will be on the shelves in a few weeks :)
xo
s
Vanessa says
YAY!!! Cool items from my favorite bloggers at my favorite store!!! I am so happy for you guys! What am amazing last few years you have had. It is so deserved! I will absolutely be purchasing something. I think its so great because I know you both put so much of yourselves into this! Congrats!!!!
Danielle says
WOW – so awesome!! Congrats!! I can’t wait to see it all in person – and pick up some of my very own YHL goods!
Reenie says
WOW!!! Congrats to you guys!!
Lindsay Butler says
Congratulations! I was secretly hoping for a kids toy line, but this is just as awesome!!
I hope you guys get to take a minute and “breathe it all in” Hopefully, we will see you on your own HGTV show sometime soon. :)
Sarah S says
Congrats! Can’t wait to see it all in-person at the end of the month!
I’ve been anxiously awaiting this “reveal” since your trip to Minneapolis. When you Instagrammed a pic from your car with a Target dog and showed up to the Edina book signing with it peeking out of a bag, I think every local knew we’d be seeing an awesome Target partnership down the line ;-) Woo hoo!
Jenn says
congratulations guys!! I’m hoping these mosey on over to Canada (Toronto) soon too! if not, it’s totally worth the drive Buffalo. so amazing and wonderful :)
YoungHouseLove says
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
Rachel says
Congrats!!!!!! This is incredible! Any plans of them being sold at Target Canada?
YoungHouseLove says
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
Julianne says
You two continue to amaze! This is so surreally awesome.
Can’t wait to see where you get to incorporate your own items in your house.
Kristina says
Gah! I just did a happy dance – Target, my favorite store, plus my favorite blog! Yay! That octopus has got to be mine! Plus the bees… love the bees! Congratulations!
Tamryn says
oh WOW! love the teal Octopus Hook!
Melissa says
SHUT THE FRONT DOOR!!!!!!!!!!!!!!!!!!!!!!!!!!
Amy A says
Wow!! That is so amazing! I just hung up some new hooks in my house, but they are plain and boring. I might have to change them out for a couple of octopi. :)
Kirsten C says
Well shoot! The only thing I’m mad about is that I just bought a hook last week for our bathroom and it is so plain and boring! What a great collab for you guys. When I was looking for a hand towel hook I was looking for something unique and you guys nailed it on the head with these. I love it! Congratulations!!
Rosie S says
Wowzer! That is wonderful! I can’t wait to see the items in person. (And yeah, those snow storms in April were a bummer, but make us hardy!!!) Also looking forward to your next creations!!!
Christina P (NS) says
This is so exciting!!
We just got Target here (eastern Canada) so hopefully the lone will cross the boarder soon but in the meantime we are travelling to the US Mar 25-Apr 1 so here’s fingers crossed that the shelves are stocked and my hubby doesn’t mind stalking all local Targets for 2 days so I can hopefully snag something!
Mallory says
YES! Congratulations!!! I live in Canada and part of the reason I’ve started shopping at Target (they just came to Canada last year) is because I love the fun, fresh items I saw on YHL. Do you know if/when your hook & storage line will be in Canadian stores?
YoungHouseLove says
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
Maureen says
HOLY S#&T!!!! Pardon the strong language, but this is way better than anything I thought you had in the works. I am dying right now. I JUST got my Target RedCard in the mail, too! The decor stars are aligning. Congratulations, guys!!!
Maddie says
AHHHHH – congratulations!!! SO exciting. See ya, gotta go fill my online Target card up with YHL (how cool!!)
Also, on behalf of all Minnesnowtans, I apologize for the April snow. *sigh* but hopefully it was at least beautiful!
Olivia says
OHMYGOSH this is awesome!! What an amazing process, too–I had no idea so much goes into the seemingly simple products I pick up at Target every few weeks. Can’t wait to get my hands on some of these hooks–I especially love the skeleton key hook and the raw hook rail with the ledge. I might have to stock up on those…
Jen says
WOW!!!! Congratulations!!!!!!!! This is huge!
Krista S. says
Congratulations from Minneapolis! Happy to hear you’ll be more frequent visitors to our lovely city. Can I suggest you add a line in your contract that says business meetings at Target HQ can only take place May through September? ;)
YoungHouseLove says
Haha!
xo
s
Jeri says
HOLY CRAP! Amazing! Off to target.com to spend some $$. Everything’s so cute (esp that octopus hook) – congrats!!
CarrieE says
ARE YOU SERIOUS?! Congratulations!! You guys! I feel like I can’t get to Target soon enough.
Katy @ The Non-Consumer Advocate says
I’m really happy for you two. Now if only I can get Goodwill to pair with me for a special Non-Consumer Advocate line of products!
CONGRATULATIONS! Your stuff is absolutely adorable!
Marissa says
This is so cool! I must convince my husband that we NEED a few of these! :) You guys are so hard working and genuine. Congratulations!! You deserve it!
liz @ btb on etsy says
The PeterSNEAKS are at it again! I was just contemplating new towel hook for our bathroom. I think I might wait til your collection comes out in stores to buy something new.
Congrats!
Ariane says
Congrats Petersiks ! Good job indeed.
Rachel Snodgrass says
Yes!!!! Now my shrine for YHL can grow!!! Not seriously of course….(laughs maniacally) I can’t wait to have my keys on those adorable bee hooks! Will we see any pop up in the showhouse?:)
Betsy says
Wow, this is amazing! Congrats! I’m in love with the key and the bees. :) Also, as a Minnesotan, I’m not sure how we do it either. Last year = worst. spring. ever. Congrats again!
Abbie says
Big congrats! Awesome achievement for you guys.
Jennifer says
Jaw dropping news….how awesome. You guys are on fire. Congratulations to all your success.
Joan says
So the paint it yourself one… it’s 14.99 and then each hook is 3.99? So that’s over $30 for a little set of 4 hooks?
YoungHouseLove says
We didn’t get to set any of the prices (it was driven by manufacturing costs and finalized by Target, who compares their costs to other hook rails they sell, etc). We definitely did our best to be the squeaky wheels about affordability (to an annoying degree – haha!).
xo
s
Brandy says
I used a 1X4 that I stained and 4 hooks that I bought from Home Depot and just the hooks were $26. So I think this price is pretty much in line for something like that.
Robin O says
Ahhhh!!!! Holy moly!! That is so stinkin cool!!! Major CONGRATS to you guys!!
Chesley says
So awesome, I love these hooks! So happy for you guys. And so impressed that you can keep this stuff a secret for so long!
Gina says
How exciting. Is it weird to feel proud of you two because I do. Anyway, can’t wait to see everything in stores!
YoungHouseLove says
Thanks so much Gina! Thanks to everyone for the kind words. You guys are the best.
xo
s
HollyO says
I love this blog, and seeing your success! Every ounce deserved! Beautiful products.
October says
Shut.the.front.door!
Your collection is awesome. This is SO exciting! Congratulations :) I can’t wait to get my hands on some of those hooks.
jaclyn says
So exciting!
I’m actually a product designer so this is basically my life day in and day out. Fun and frustrating all at once. But I work for a big ol’ company so my name never makes it to the packaging.
I’ll be on the lookout at my local Target!
YoungHouseLove says
That’s so cool Jaclyn! We have so much respect for what you do! I’ll never look at something like a serving spoon or a cheese grater in the same way again!
xo
s
Megan says
Hey… I have 2 octipii (that’s how you say it right :) ) Sitting in my cart… but do you think that they will hold bathroom towels? The pictures are hard to tell.
YoungHouseLove says
We just broke it out and tried it. Seemed to work for a dishtowel or hand towel, but a big bath towel might be too thick/heavy.
xo
s
Sayward says
I’m so happy for you guys (and so excited for my house) that I just started crying a little bit. At work. Into my quinoa. Seriously.
THIS IS SO GREAT!!!!
YoungHouseLove says
Oh Sayward, now I’m crying. Into my keyboard, which I wish was quinoa.
xo
s
Shevon says
Wow! Congratulations. I don’t know you at all, but I feel like I do and that makes me so proud of you and all you have accomplished. Reading your blog for a few years, makes me feel like part of the team and when you succeed, we all succeed. Awesome work!
Amanda says
I KNEW IT! I called it back when the secret-project news was spilt. That makes me feel so smart! Haha.
Congratulations to the two of you (well 5) you both deserve it so much & I’m so proud of you! (I’ve been reading from the beginning!!)
Are you able to spill the beans on the other products that didn’t get selected? It would be interesting to see what they got to choose from, even if it is just a small drawing.
YoungHouseLove says
We wish we could reveal those, but since they could end up in future collections, they’re covered by confidentiality. It was so interesting to go in with a huge range of things and watch how Target works to whittle things down and make really tight themes – so picture everything from decorative boxes and vases to shelving and hanging planters and customizable frames and trays – many of which we hope will resurface in future collections along with new items!
xo
s
Alyssa :) says
I hope the other items do get pulled into another collection. Love the hooks so much and would love love love to see boxes, planters, frames!!!! So excited for you guys!!
Tashia D says
Congrats!! Target is the best and those hooks, swoon!!
Sarah @ Sarah's Daybook says
WOOOOOOOOOOOOOOOOOOOOOO!! I am so thrilled for you guys! Maybe not for my wallet, but this is soooo exciting! You guys are the best. Can’t wait to buy everything!