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.
Ashley says
I can’t wait to decorate my apartment with your collection!! Congrats!!!
Kristina says
I have been reading your blog for the past two years and honestly feel like I know you guys; I am so so so happy for you. Congratulations! I’m purchasing some of the hooks online right now!
Larissa says
Yay for the Target Red card. I saved 5% and got free shipping on my dark teal key hook and octopus hook. So I’m actually SAVING money. My husband will be so appreciative. :)
YoungHouseLove says
Hahaha! I like the way you think ;)
xo
s
Kimberly says
How amazing for your family! Congratulations! This is great news. I can’t wait until the collection hits my local store so I can check it out in person.
Emily says
So happy for you! I love the bee hooks and can’t wait to enter your international giveaway!
Just a question – since Liberty is a hardware company, would your possible future products all be hardware-related too? I’m thinking of things like wall plates and decorative shelving, having looked at their website.
It sounds like they’ve indicated that they’d consider branching out from their core offering though, since you mentioned that they were open to discussing vases, decorative boxes and hanging planters? That seems like something really different for Liberty, but really exciting for you guys and your readers!
YoungHouseLove says
Yes, they’d like to branch out and actually have the capabilities of making a bunch of other non-hardware things! Very exciting stuff.
xo
s
Kate in New Zealand says
Congratulations! Will definitely be buying a bee hook online!
Now what do your southern hemisphere fans need to do to get you down here for your next book tour?
YoungHouseLove says
OH my gosh, we’d LOVE to go to New Zealand. Seriously. Bucket list stuff.
xo
s
Kim says
WOW!! What an excellent surprise! And kudos to Mr & Mrs Sneaky-Pants for keeping such an exciting project!! Crossing my fingers that they release the collection in the Canadian stores…but if not….HELLLLLLOOOOO Buffalo!!! Congrats!
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
Jenn says
Sherry, since people keep asking about availability in Canada, maybe you should update the original post with this info? Just a thought.
YoungHouseLove says
When we’re running around doing showhouse stuff (juggling comments on our phones) we can’t click in and edit posts, but as soon as we’re home we can add that update!
xo
s
Jenn says
I didn’t need you to explain, but since you did, perhaps in the future you should look into internet access for your laptop while out and about? Then you could edit the post, instead of replying to multiple questions with the same answer. Or, maybe just don’t moderate your comments. Otherwise it looks like you’re trying to drive up your comment count with your own replies.
Work smarter, not harder, right? Take care!
Jenn says
Btw, that was meant to be a helpful suggestion. I just read what I wrote again and realized my tone didn’t convey that, and came off a bit harsh. (Apparently, I’m cranky today.) Sorry! I hope you guys figure out a good way to juggle everything, especially with the new baby coming.
Jenn says
I just wanted to reiterate (I think my other apology got deleted?), I’m sorry if I was mean! I wasn’t implying that you ARE trying to increase your comment count…just that it could look that way! I don’t think you actually are. And I WAS trying to be helpful about the internet access on the go, but that probably came off as me trying to tell you how to do your job. I’m having a bad day today (cranky, apparently!), and you got the brunt of it. So I’m very sorry! I wasn’t trying to put a damper on your big day. I hope Sherry is feeling well, I’m glad Clara is better, and I hope you all get some rest.
Okay, I’m shutting up now. *embarrased*
YoungHouseLove says
Thanks Jenn!
xo
s
Jenn says
Dear Sherry and John,
I’ve been thinking all day today about my harsh and rude comment above. And I really felt I needed to apologize again and explain myself. So I apologize in advance for the length of this comment.
I found your blog when you were in House #2. I think I found you during the kitchen renovation. I was impressed with all the DIY stuff you guys accomplished! I loved the colors you incorporated into your house (especially since we rent and all the walls are off-white), and I found your blog when I needed it most. For years, I was dealing with an extremely bad work/life imbalance, and was totally stuck. I was working all hours (until 4am, sometimes even through the entire night [web design content management]), completely at the beck and call of my clients, and it was affecting all aspects of my life. It’s only been until very recently that I was able to make some difficult changes and remove myself from that situation. One of the best and hardest changes I’ve had to make.
All that to say, after you moved into House #3, I started to notice some changes in your blog. You guys seemed more stretched, more rushed. I mean, I knew you were busy, but you seemed over extended. And I felt bad for you. I realize now I was probably projecting my own experiences, but within the last month, it seemed to me like things were getting worse, and I wanted to help!
So I started commenting. I tried to be concise and kind while making suggestions that I thought might benefit you (and your readers!). I thought I was helping! I think I succeeded some of the time, but obviously, the comment above was a miserable failure. It came out mean and rude. I also made an earlier comment in the day, where I expressed disappointment over your new line because of the hype (which I now know was unintended), and that was uncalled for. I am also sorry for that! I sometimes think I know what’s best or that I have some golden advice, and I don’t always stop to think how it could sound to the recipient, who isn’t in my head, before I quickly hit “publish”. And once I hit publish, it’s out there and I can’t take it back. And that is careless and not right!
So, from the bottom of my heart, I am really sorry! I am the type of person who feels others’ pain, sadness, anguish, and while my intentions were good, I can definitely see how my “helpful” comments could have been very hurtful. That was not my intent, and I am truly sorry if those comments affected you that way!
I will continue to read your blog, but I promise that I will no longer comment! I look forward to seeing the final result of the show house, I congratulate you again on your Liberty Hardware line at Target, and I pray for the safe delivery of your baby boy. Blessings on your family, your business, and may all your future endeavors be fruitful!
YoungHouseLove says
Thank you so much, Jenn. Don’t even worry about it!
xo
s
Kati says
This is a few days late. But I just want to say: I like you Jenn.
Scott E. says
Man I called this. I swear, just ask my wife.
When you guy did the lighting collection I was like, you watch, there’s going to be a Young House Love collection at Target.
Way to go guys.
Sarah @ An Inviting Home says
Oh my goodness…LOVE it! And I had to laugh about your Minnesota experience. I think we are all crazy for living here but I’m glad that in the end Target headquarters thinks it’s worth it to be in Minneapolis and so do we. So excited for you guys! :-)
~Sarah
Brenda says
I wish I had a picture of my face when I read this! I’m so delighted for you! I can’t wait to find them in an actual store. And, as a Minnesotan, I’d just like to say that I know exactly which snow storm you hit. This winter I really wasn’t sure how we do it, either. Congratulations on a lovely collection!
Kate says
Congrats! That is a really awesome secret project. This is actually what I do for a living so it’s fun to read your description of the product development process from a newcomer/designer perspective (be glad your hooks don’t have a motor!). The finished products look fabulous. I want the bee hook. Just wait until you can go see them in store and the best is happeneing to watch someone buy what you created. I never get over that. Sometimes my dad calls me if he’s leaving a store and sees someone with one of my boxes, too. My new product babies actually just hit Home Depot, Lowes and Walmart last month. I started that project just as I was pregnant with my son and he turned 8 months as they hit stores.
YoungHouseLove says
I love that Kate! I think my brain is going to explode at that exact moment.
xo
s
Kelly {the Centsible Life} says
WOW WOW WOW!!!! That’s amazing! So excited for you guys, and can’t wait to see them ‘at a Target near me’. LOL I wanted to get online all morning to find out what your news was, but we brought home a new pup this weekend and I’ve been a little distracted. ;)
lara says
congrats on the new line! excited to check it out in person!
sorry you were here during our freak April snowstorms last year. but be glad you didn’t have to come during one of our polar vortex weeks this year!
YoungHouseLove says
Eeks, I can only imagine!
xo
s
Annie says
ADORABLE! If Target Canada doesn’t carry them, then it’s road trip time!
YoungHouseLove says
Thanks Annie! 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
Sara says
Congratulations guys! So happy for you. I just feel a little underwhelmed though. I feel there was a lot of hype created and feel a little let down. Maybe I was expecting too much?
YoungHouseLove says
The secret project thing did get bigger than we expected and by some of the guesses we worried expectations might’ve gotten pretty high. We originally only mentioned the “secret” during our blogiversary to illustrate how our work time is spent, so we’re sorry if the unintentional hype left you feeling meh.
-John
Rachelle says
I NEED that octopus! So perfect for our bathroom! Congrats on this and can’t wait to see what else you introduce.
Kristen B says
Congrats!! What an awesome project!! You were in my neck of the woods when you came to Target HQ – too bad you hit that snow storm when you were here in April. That’s Minnesota for ya! :)
Jenny N. says
I want one of each of them! Congratulations – I can’t wait to see your collection in person at my local Target, I know it will be really successful.
Lil says
So exciting! Congratulations!
Amanda says
Super congrats! Can’t believe I virtually “know” a Target designer!!
Anne says
Oh, my gosh!!! That is amazing, you guys!!! Congratulations!!!!!
Bethany says
It doesn’t seem that I have ever been this proud for strangers. I have followed this blog for years and you guys really do (in a non stalker way) seem like my close friends b/c you are both so down to earth and have truly opened your lives to us. With that said, I am very excited for my two close friends and their family. Congratulations! I will own these items. (and they are so inexpensive, SCORE!)
YoungHouseLove says
Thank you so so much everyone! We are so grateful and honored. Not worthy.
xo
s
Eileen says
AAHHH!! Congrats guys, such awesome news!
How soon is too soon to set up camp in front of Target? I can’t wait to see it in person.
Sebrah says
Save me a teal octopus (or two), I’m not coming to the states until August!!! Want want want!
Dawn says
Whoa! Huge! Congratulations!
Tracie @cleverlyinspired says
You ALL!!!!!!! Yall….OMG….. I am so stinkin excited!!!! Cannot wait to see it in my Target store! So happy for you all!
xo
Betsy says
Whee! Congratulations – this is so exciting! Can’t wait to check it all out!
Kelly Binfet says
Well….of COURSE :) Congratulations! I have to say I am most excited to see/meet/hear about the barnacle….but this is awesome news. Well done! Sorry to hear you had bad weather in our beloved MN….we don’t know how we live here either! I just printed out your homearama page and showed it to my husband and said…maybe we could get out of here and go to where it isn’t winter still? Congratulations! Now…relax for a while! Kelly
lindsay says
I am so excited for you all! We’re expecting our 1st little one in August and aren’t finding out the gender. I’ve been debating on a nursery color scheme for awhile – grey walls but indecisive on accents. I was thinking yellow and teal, so upon seeing the teal octopus I totally made a decision. That little dude will totally rock out in the nursery! Along with a Burger hook – I’ve got to represent my own 2 chihuahuas in the nursery also! Love the line and again, I am so unbelievably happy for you two! Happy tears, but that’s partly the prego hormones talking!
abe says
Congratulations!! you guys totally deserve it. The octopus hook is my fav!
Ellen Kelly says
Way to Go!!! HGTV better snap you guys up!!!! Ellen
Faith says
This is so exciting!!! I have been in need of some hooks around the house for everything from my daughters’ coats to my headphones in my office. These look perfect.
Congrats!!!
Kelly Binfet says
I am also laughing at how many of us are Minnesota people on this comment board! We do love our Target!
Have to admit that I am a North Dakota girl though :)
Emma says
Mazel Tov!!
Theresa says
Re: picture hangers
Are they a large “pushpin”?
What weight will they hold?
YoungHouseLove says
They’re knobs (wooden, metal, or acrylic) with a double headed screw that goes into the wall and then the knob screws into that. If you used an anchor or screwed into a stud they should hold up frames or towels or scarves. I wouldn’t use them to hold a bag of bricks but they’re pretty good for lighter loads. They might have a weight limit on the packaging or the website for ya.
xo
s
gemma@thesweetestdigs says
Holy smokeeeyyyy!!!! This is insanely exciting. Couldn’t be happier for you guys. Can’t wait to watch as you design more collections. What a thrill!!
TanjaK says
Congratulations! A very nice collection, well done. You both seem to have many talents. It’s nice to see them being used.
Jessica says
Congrats! Love them all! :)
Amy says
YES!! I have been looking for a cool, different option to use as coat hooks. How exciting!
Ally says
CONGRATULATIONS! So freaking awesome!!
Every time I go to Target I think about your blog. You and Target just BELONG together. It’s a match made in heaven.
Lurve the collection!!
Kelly says
Congrats!! Yay! Cant wait to go buy these, and love that they are so so so affordable!
rebecca smith says
OK. I NEEEEED that bee hook. Such a shame Target won’t ship to the UK. :(
Congratulations though guys, the line is awesomeness.
Erica says
Good grief! That is so awesomely cool! I cannot wait to see the product in stores. I’ve got my eye on the bee hooks for my son’s nursery, the burger hook for my pup’s leash, and the raw wood hook set for my bedroom. A job well done, I love them all! Y’all are crazy talented. :) I love that someone with the power recognized it so that the rest of us can enjoy your brilliance in our homes!
Catherine says
I actually found about this on someone else’s blog – someone in the comments section mentioned it and, as I hadn’t had a chance to read your post from today yet, I came over straight away to see if my memory was that bad and that this was old news and I hadn’t remembered the announcement or if it was a recent development! ha ha. Well, that is just fantastic!! Congratulations! I can’t wait to see it in stores. I have a ridiculous love of all things hook related!
Gretchen says
Congrats, guys! This is awesome. You guys rock!
Julianne says
Well, knock me out and blow me over like a feather!!!! HOLY TAMOLY!!!! Congratulations, guys!!! I guess dreams really do come true! :0D
I could definitely see ths and perhaps your own online store full of all things “Petersiks”. Please tell those folks at Target to haul it all on up to your kinfolk to the North! We don’t want to miss out on all that goodness! Sooooo happy for you guys!!!!
Kelsey says
Ahhh! How exciting for you both! Congrats! I love the bee hook the best myself ;)
Amanda says
How crazy cool!!! And wouldn’t you know I was just thinking this weekend that I needed a new hook in my front bathroom … a little white bee is now en route to my house : ) Keep up the good work!
Laura and the shell says
Mine! Mine! Mine! I just ordered the white octopus hook!!! Love it! I’ve been searching for a charming/simple/sea themed hook for the kids’ bathroom. Nice work guys! My husband and I also have a “don’t buy unless you have a specific spot for it” policy, otherwise I would have had to put a few more items in my basket. :)
Amy Beth says
YAY! I have been looking EVERYWHERE the last couple months for inexpensive knobs that would work for hanging signs with very large jute cord and I came up empty handed. I just bought two of your chunky hexagon rail hooks and they will be perfect. I never thought I’d find exactly what I was looking for reading YHL :)
Congrats!