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.
Cassie says
YOU GUYS! TARGET!!! How awesome are you?! A big huge congrats to all of you, you deserve all the success that’s coming to you guys! I seriously can’t think of more deserving people. I can’t WAIT to see it in stores!!!
and ps- thanks for keeping prices reasonable. It’s going to make my life easier when trying to explain to my husband why I need EVERYTHING! Haha… but really.
Felicia says
CONGRATULATIONS!!! I have never commented before (I have just been on the sidelines, soaking in the inspiration) but I just had to say how incredibly awesome this is and I wish you only the best in your incredible future. Sooooooo happy and (may I say awkwardly) proud of you both ! ROCK ON.
Lissa says
Congratulations! It could not have happened to two nicer people!
Stevie says
Not gonna lie: I need a blue hooktopus in my life. Congrats! Can’t wait to see what else you guys design! It’s like Christmas with the pairing of my fave decor store + my fave blog. :D
Chaney says
I feel like a proud parent over here! (not that I had any hand in raising y’all or anything like that…;) I’ve just been following y’all for so long I think that’s what I’m feeling!). I’m just so proud! You have every right to celebrate like crazy people. Can’t wait to go see it in stores. Congrats!
Cindy says
Congratulations! So exciting for you!
Natalie B. says
Congratulations!!! You guys must’ve felt like that Kristen Wiig character “freakin’ excited Sue” just dying to spill the beans!
YoungHouseLove says
Perfect. Description.
Literally, perfect.
And it was not a good look.
xo
s
Shunta says
SHUT. UP!!!!!!!!!!! I’m way too excited for ya’ll and I get free shipping all day every day at Target.com so let me hurry and make a purchase to support today!! Major Congratulations!!!
Kaisa says
Gah that’s amazing, congratulations!! Funny enough, I was just at Target yesterday looking for hooks to use for organizing the mountain of leashes and harnesses in our entryway, but didn’t see anything I really liked. That’s about to change real soon! I will definitely be bringing home two Burgers at the end of the month :)
Carla Williamson says
Congratulations!!!!!!!!!!!!!!!!!!!
If you didn’t think you made after the amazing book & lamps plus…. you certainly must after your products are selling at target!!!
Darcy says
SHUT THE FRONT DOOR!!!
YHL + Target = 1 sad husband, because there goes the target card!!! Ya know, the extra 5% only goes so far!
Can I just say how impressed I am with you both on keeping this a secret for SOOO long — even with traveling!! It all looks amazing, and I can NOT wait to have a little piece of my favorite bloggers in my very own home!!
CONGRATULATIONS!! I don’t think I could be prouder, even if I “actually” knew you!!!
Heidi says
Congratulations!!!!
Emily White says
This is so great! Congratulations you guys. I am a relatively new follower, and I am just so in love with your “make your own career” lifestyle. You guys are hustlers and I am so inspired every morning:)
If you lived closer, I’d have you over for some corned beef and cabbage. happy St. Patrick’s day
Jill says
Bravo!
Thanks for sharing the process. It’s incredibly encouraging to see you all progress in your careers.
Wishing you all further success.
Jen says
Ah! I love the entire collection! I’m already making plans in my head for what hook I can use where :D
Briseidy says
wow! how cool! some of them reminded me of Alice in Wonderland!
Jenny says
Oh my gosh congratulations you two!! That is such an incredible accomplishment. I can’t wait to see what else you create! xox
Hanna Cage says
CONGRATS!!!! You guys inspired me to get a Target card, and now I will be putting it to good use! :D
Chrissy D. says
This. Is. Awesome.
Congratulations!!
That octopus will live at my house and my sister’s house when I get her one too.
ALICE says
AHHHH! AMAZEBALLS! NOW I HAVE TO FIGURE OUT WHICH ONES TO GET…I WANT THEM ALL!
Christy says
WHAT! this is amazing. I can’t wait to go see them in Target, the happiest place on earth :) So happy for you!
Steph says
My jaw dropped. That is SO COOL and I can’t wait to stalk my local target for the. I actually got a little teary-eyed because I feel like I know you. (We’re totally internet-bffs right? And I met you in person at the Boston book signing so it counts.)
SO COOL. Must go to Target.com immediately. I don’t care if it never works on my work computer. It will work today darn it!
YoungHouseLove says
You’re so sweet Steph. You do know us. We totally met in Boston on that snowy night! Memories.
xo
s
christina L says
You and Jonathan Adler can be end cap besties! SO many congrats to you and your YHL brand!
Sally G says
I can’t wait to head to target and get the skeleton key key holder! It will be my most exciting Target purchase ever. Congrats. I know a huge amount of work went into it, but it couldn’t have “happened” to two more lovely people. I hope the sales are off the charts!
Jerri says
Congratulations!!! You made it to Tarjay!!! I wish, wish, wish my guys were still small enough for me to have those octopus (octopuses, octopi? LOL) in their bathrooms. I’m still trying to think of a place I can use them since they just make me smile when I look at them. So happy for you!
Tirsa says
Congratulations you guys! I’m so excited for you! I can’t wait to see your collection at Tar-jay. The tough part will be CHOOSING. Please let us know every time one of your collections comes out so that we can go running to get them. :)
When is your second book due coming out?
YoungHouseLove says
Aw thanks Tirsa. As for the book, oh gosh, that won’t come out for a long time. Books take forever! Maybe the spring of 2016?
xo,
s
krys72599 says
Everytime I see you in a magazine article and I haven’t seen you mention it ahead of time, I send you an email and you so kindly respond to each and every one of them. For the record, had I walked into Target and seen your collection (shivers!) on an endcap? I’d have fainted and been emailing my fingers to the bone trying to get online, to your site, to your email… all at the same time!
I’ve already ordered the faux crystal picture hanger – OMG! LOVE LOVE LOVE it all!!!
Congratulations!
Laura says
That’s SO COOL! It’s very funny that you’re letting this cat out of the bag. :-) I was in Target not too long ago and kept spotting things that looked so much like what y’all are doing that I really did think they were taking trend cues from your blog! Congratulations! btw–I’m a Hokie, but congrats to John’s Hoos!
Jamie says
Oh my word… That teal octopus will be mine! Seriously, I love all of them. Great work guys!
Elaine - visual meringue says
WOW! This is such exciting news! You guys deserve it! Congrats :). I love the Burger hook. Not sure if I can order it through Target or not since I am in Canada but will look into it :)
Lisa says
Target is so smart! Nate berkus and YHL, congrats on helping them stay hip! Looking forward to meeting the bean.
Laura says
Warning: Rambling/Gushing—>
Congratulations on everything!
I’ve never commented before but LOVE your blog and read it every day! Over the past year I have done so many updates to our contemporary 60’s house (previously the husband’s bachelor pad) and all updates were inspired by this blog; like painting gnarly wood paneling, painting a lot of wood trim and interior doors white, painting our house a dark blue with white trim (literally the day before your post on the exterior color of your Homearama Showhouse), trying DIY craft projects, choosing and changing out light fixtures and I even re-caulked the kitchen counter last night and will start on the shower tonight (obviously after consulting your blog on what I need to buy at Home Depot)! And much to the chagrin of the hubs (who is not the fixer-upper type) I have a lot more to do. Although, he has admitted that the house looks awesome and he didn’t have to do any of it! ;-) Instead of a long list of To-Do’s, it now seems fun and creative and a great outlet for me. I also like getting my 4yo and almost 2yo little girls involved when I can. I think it gets their imagination and creative juices flowing…which leads me to Clara, who must be the cutest, coolest and most creative kid on the block!
And now, I shall go purchase that awesome Vintage Key Rail, because I always misplace my keys and it can replace our “key bucket” which is a clutter catcher! And think about all of the other ways I can utilize your awesome new collection!
Thank you for all you do and your hard work!
Best wishes to your family!
sarah m. dorsey says
OH MY GOSH!! SO exciting! Congrats!! I’m currently planning our entry / mud room and these would work so well!! Perfect timing!!
C. Brower says
How exciting! As one that is well out of your average demographic (I’m on the other side of 60!) I know how your parents must feel at the success you have achieved with your “little blog”! I have been DIYing for years and you still manage to grab my interest with many of your projects. (Been there with the good, the bad and the ugly!)Looking forward to the arrival of the Barnacle and how the story continues for the Petersiks!
Chris says
Ok, this is pretty darn cool. And it solves my hook problem by the door for keys — because the one that was carved for us just doesn’t do it, even though it’s one of those, really can’t get rid of items since a family member made it… But this will work so much better – and I can ALWAYS find elsewhere for the other.
Elissa says
Congratulations–you deserve it! How fun!
ALICE says
A few comments ago, I got really excited…and about 5 seconds ago, I couldn’t contain it and bought 6 items online. Can’t wait to get them!
YoungHouseLove says
Haha, thanks so much Alice!
xo
s
DenverMary says
Congrats to you both! Funny that just as I was lamenting our mudroom clutter situation, I read this post. I’ve ordered two of the bee hooks – one for each kid’s coat. Thanks for designing and sharing!
Addie says
This is amazing! SO EXCITED for you guys! And I totally have my eye on those doorknobs… :)
Marci says
Congratulations! Can’t wait to make my purchase. Prices are so reasonable too.
YoungHouseLove says
So glad! We are so grateful for the love you guys. Really. Words can’t describe how much we wanted to share this craziness with you guys – and how grateful we are for the experience.
xo
s
Audra says
LOVE this!!! I already bought the Vintage Key Rail, it’s exactly what I’ve been looking for to put in our entryway (and thanks to my Redcard, it’s coming at me with free shipping!) Yay!! Congrats on such an exciting venture!
Elva says
GOT TO HAVE THOSE OCTOPUS HOOKS!!!
Danielle McIntosh says
I just told my fiancee that I’m a little embarrassed on how excited I am for this! My birthday is just around the time you can get these in stores! (and we are about to move to a house from an apartment and I’ve already flagged a ton of things I want to do from your book once we are settled.) You made my Monday!
Rainey says
Why are you guys soooooo cool?
Rachel @ casamarcelli says
Congrats guys. That is just so exciting! You guys rock!!
Valerie says
What a wonderful St. Patty’s day surprise! I absolutely love your designs—especially the octopus, SO fun. I can’t imagine how excited you must be to see your products on the shelves; I’m pretty sure were it me, I would squeal in a loud high-pitched voice, hyperventilate and then feel like fainting. I can’t wait to visit Tar-je’ and buy my very own YHL product at the end of the month!
shokufeh says
So excited for you! So excited to see them in person – your collection looks awesome!
Kristin says
Congratulations! I am so excited for you guys! As if Target couldn’t get any better… BOOM! :)
Kathy says
Congrats! Just bought two of the hexagon picture hooks online! Love them!
Carolyn says
Congrats!!! How COOL!! Target has always been a decorating fav of mine, and their stuff just keeps getting better and better. I am SO EXCITED to check out the stuff you’ve designed!