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.
Ali says
OMG CONGRATS! I can’t imagine what your reaction was the first time someone said “Yeah, so, this store called TARGET is kinda interested in carrying your products.” INSTADIE!
YoungHouseLove says
It was this in a nutshell: http://gifrific.com/were-not-worthy/
xo
s
kristy says
Squeeeeee! Two of my favorite things coming together – this is freaking awesome :) Go Petersiks!
Jessica Miller says
I’ve been a daily reader for 3 years and am so impressed with how you two have maintained integrity and such wisdom through the organic development of this blog baby! Once it became popular im sure you had multiple offers that would have helped out your family financially but you choose quality and character over money time and time again. With the projects you have chosen I pray that they would bless your socks off! Keep the vision for your brand in line with the vision for your family always! The best days for the P6 family are yet to come!!
YoungHouseLove says
Thanks so much Jessica, you’re so sweet! We are so grateful for these crazy opportunities, and that we get to share them with you guys.
xo
s
Cindy says
Congratulations you guys!! I can’t wait to see your stuff in my local Target store! I feel like I know you and I will be so proud when I see that stuff on the shelves. :-)
Trela says
I was literally JUST standing in our guest room trying to pull together the last few details and not happy with my choices. I gave up and wandered to the computer to read your blog — obviously since my guest room has an old front door as a headboard and keys from our first house and apartment as decor (gee, wonder where I got that idea), it was meant to be that I wait long enough for your collection to come out to finalize the details!!! SO excited for you! And for my room! :)
Caitie says
YOU GUYSSSS!!
Congratulations! What an accomplishment! I love every piece in the collection- I’m just hoping they aren’t all sold out online before I can get my hands on one! ;)
Really happy for you!
Dania says
EEEEEEEEK! Congratulations!!!!!!!!!!!!!! All of your stuff is amazing! I’m trying to stop myself from buying it all, but I just might anyway. You guys are awesome, and so incredibly talented, which shows in your work. Very excited for you!
Also, kudos for keeping a secret for that long! I know I couldn’t have done that. I would’ve been shouting it on the rooftops (think Monica from Friends when she finally gets engaged). Sneaky, sneaky!
Heather says
Okay. I love your ideas, but now I love you even more! How did you know I was looking for a hook/shelf idea to go over a bench in our living room? I am so excited to go shopping and build my own shelf/hook system.
Melissa says
I am so excited for you! I have been following your blog for years now and to watch your careers blossom has been truly awesome. Great job and keep up the fabulous work!
Meg says
I’M FREAKING OUT I’M FREAKING OUT!!!!! I’ve read your blog for like 3 years-I live in Minneapolis and love Target. I’M SO HAPPY FOR YOU GUYS!!!!! You’re superstars and your blogging success is HUGE! I loved reading this!!!
Meg says
How exciting — huge congrats! I’m in Target about, oh, every other day, so I’ll be sure to look for these soon!
KatieV says
Sooooo awwwwesommmmmmme!!!! I’m excited for you! I LOVE the raw wood hook rails.
Jen says
SQUEEEEEEE!! I might be getting a little old to say that, but I’m very excited about this because I really need some coat hooks! Seriously, I have been searching for the right thing for months and then you guys come out with some customizable ones =). Love!
Elizabeth says
Wow, congratulations! I’ve been reading your blog forever (before John quit his job), and this is so huge for you! And just in time for me to furnish a completely empty rental in April. I definitely have my eye on one of the hook racks, with the photo shelf.
Leiann says
Wow!! How cool is this?!?! Congratulations–I can’t wait to see them in real life!
I will definitely have to find something to use that doorknob hook for. :)
Jeanna says
Congratulations!!! How cool is that??!! So proud of you guys. And you are not going to believe this, but just one month ago I was prowling around my local stores looking for just this kind of thing (especially the door knob hangers and those cool knobs for pictures)! So excited to see I can get them at Target now, and not have to DIY them!!!!
And one question. What happens to all the cool designs they didn’t choose? Can you still use them in some fashion on your own going forward, or are they just…… poof…… gone?
YoungHouseLove says
We’re developing a bunch of future collections (and currently pitching a few, with others in line behind those) so we hope to bring our favorite things back to life! Target likes to do things in tight themes, and then switch those up seasonally, so they opted to start with hooks and rails (and culled down our collection to the ones you see here). There has been talk of bringing other stuff back for future endcaps along different themes, so here’s hoping!
xo
s
melissa says
Congratulations!!! I can’t wait to shop the collection!
Michelle says
Congratulations you guys! So exciting! I just bought the teal octopus online for our little one’s nursery that we’re prepping! :)
Effie says
Congrats! You guys are the coolest! I bet these bad boys will have record breaking sales!
cjw says
Very cool!
One question — can items (other than the raw wood) be spray painted? I’m looking for gold finishes but am unsure if I could use my gold Rustoleum on the knobs or hooks. Thanks!
YoungHouseLove says
Good question! I think using “Rustoleum’s Clean Metal Primer” followed by their “Universal All-Surface Spray Paint” would hopefully give you a durable re-coat – although we haven’t tried it ourselves. Since they’re hooks, by nature they’ll get a lot of use – so a purse sliding on and off of one every day (or key rings scratching along it, etc) could damage the finish, but if you’re using it for towels in the bathroom or jewelry in the bedroom (or soft things like dog leashes) I’d guess the paint would have the best chance of staying put.
xo
s
Jessica W. says
Congratulations! This is huge!! My daughter is getting the Burger hook for her room for sure, I love them all, cant wait to see them in person! I really hope there is a ceramic animal collection in the works ;)
Allyson says
your collection is gorgeous. Congratulations!!
Angie says
WOOHOO!!!! I had to wait to comment so I could go over and check it out. White octopus hook is ordered. That was the ONE that I just couldn’t live without. Now I’ll wait until they get to the stores to go buy the other items I have my eye on. There were a couple of others that I’ll have to decide between. Congrats on the collection. I’m definitely hoping they’ll ask you to do more later.
Dwana says
Woohoo! So excited for you guys!! You really do deserve it.
Tonianne says
WOW! Congrats, guys – that’s awesome! How about a future contest involving those unfinished shelves? Viewer/follower (what are we? lol) with the coolest finished product wins more YHL goodies! (She says, knowing that she has no shot at winning with this crafty crowd…)
YoungHouseLove says
That would be so much fun! I’ll have to tell the Liberty team and see what they think! They’re doing a big international giveaway with us in early April (someone will win the entire collection, and it’ll ship anywhere in the world!) so maybe we can do a craft-based contest too with another winner. I can’t be the judge though. I’m like Paula. Way too in love with everyone and completely unable to make a decision…
xo
s
Liz says
How awesome! I just order the octopus hooks in both colors. Can’t wait for them to arrive in the mail!
Jenny says
CONGRATULATIONS!
I can’t imagine how thrilled you must be. Your mamas and papas must be so proud too. Target! OMG!
*totally hoping the line of products is at Target Canada, too*
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
Ana Silva says
This is so stinking cool!! Congratulations! I love you guys and I love Target. Off to buy some hooks!
kalibrooke says
Congratulations!!! (Also: PURCHASED!)
blythe says
I CANNOT believe I just read this post…I’m usually right on time at 10am!!! This is so cool, I hope I can hold out until it comes into stores, but there might be a target.com purchase first.
Whitney R. says
WHAT??!! This is my favorite news ever! My husband and I close on our first house 03/25, so I will be hitting up the store 3/21 to get myself a housewarming gift for SURE!!
Stephanie (@MakingMyOwnSun) says
Well I’ll now have an even bigger excuse to shop at Target. My apartment loves you, my wallet is scared. Congrats on this huge achievement!
Katie says
Oh my goodness, I’m so excited for you guys! Congratulations!!!
Is this the missing piece on the pie chart you guys couldn’t talk about?
I must get shopping before the things I love are sold out!
YoungHouseLove says
Yup, all of our cats are now out of their bags. Such a relief!
xo
s
Alexa says
Wow, awesome news! I keep expecting to see an office paint job – hope that’s coming along well.
Amy says
My favorite bloggers and my favorite store…so excited for you guys!
Rachelle says
AAh so cool! I just commented on every social media outlet Canadian Target has! Hopefully #burgerhooks catches on lol. Congratulations!!!
YoungHouseLove says
Hahaha!
xo
s
Kristin says
I cannot imagine how excited you guys must be. I’m super excited for you and I’m just a reader who had nothing to do with it all! Huge huge congrats to you and your families, teams, etc.! Very cool!
Tammy O says
WOW and at Target even!!! Congratulations to you guys! So happy to finally find out what was going on all this time — I’ll be sure to pick up a few pieces of your collection. They are beyond cute!!
Mallory says
Is the octopus hook going to make an appearance in the Barnacle’s nursery? That was my first thought when I saw it!
YoungHouseLove says
I think we’d be remiss to leave him out ;)
xo
s
Heather {A Fire Pole in the Dining Room} says
WOW! Congratulations! What a surreal moment :) I’m sure it’s great to let the cat out of the (Target) bag.
Kristin says
AHHHHHHHHHHH!!! I am so excited for you guys! :) Setting a calendar reminder for the 31st. My favorite blog in my favorite store? This news feels like Christmas morning.
Melissa M says
WOW! Big congratulations to you! What an exciting endeavor!
Barrington Hardwood Flooring Company says
This is a great idea, nice job on the cropping too, you can’t even see the painters tape.
Lauren says
CONGRATS!! You guys rock.
Natalie S. says
Congratulations!! This is so exciting!
Angela N says
How fantastic!!! Love all the designs, but am DYING to get the octopus hook for by the front door. Perfect to hang my puppy’s leash on!!
Fara says
This is so exciting!!! And just in time to start decorating a new nursery, too!
Vickie says
Ahhh!! Yay!! Congrats!! Two of my favorite things now combined!! Gald that it is coming out the 31st, right on payday yesssssss!!
Katy C says
These are awesome! I’ve been searching for a while for cute and affordable hooks for my girls room and these are perfect!! Thank you!!!
Chase says
I love it when good things happen to good people! Congratulations on all your success!!