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.
Patsy Ledbetter says
I can’t believe it!!! This is so awesome! So proud of you guys.
Melissa says
SO Excited for you guys!!! This is my first time commenting on a post, but I just had to tell you Congrats!
Erin says
OMG!!! Congrats, guys! The very craziest part is that I had envisioned a skeleton key shaped holder for my entry! (The one in my mind was facing the other way.) Now my vision can come true thanks to you and you hard work! Now… Which color…
Sandy says
This is SO fantastic, guys! So proud of you and excited for you! I already bought the white octopus hook for my (coming in July) baby’s nursery…so fun!!
Kate says
Congrats! Holy cow guys! That is awesome! I’m so happy for you two. =)
I can’t wait to nab a couple of the hooks when it come to my local Target. =D
LizESC says
This is going to sound all gushy and weird– but I’m so proud of you guys. I’ve never commented on your posts before but I’ve been following along since spring of 2008– and it’s been an awesome journey watching you take advantage of all of the opportunities you’ve gotten. You’ve hit a ton of milestones with us (new homes, kids, opportunities in our life). Thank you for sharing your story with us, everyday I look forward to seeing what’s happening on the blog and in your lives!
YoungHouseLove says
Thanks so much, guys! You’re all so sweet and we can’t thank you enough for the love and the kind words. We’re not worthy.
xo
s
Kitty says
Congratulations! I must have the octopus for my bathroom! I might need to spray paint it to match, but somehow I don’t think you’ll mind. Well done, Petersiks!
Nicole says
Congrats guys, gals, little ladies and pups(and barnacles)! I’ve already messaged the Canadian store so they can hopefully carry it in my locale. I’m so very excited for you, it must feel so good to be able to talk about it. Someone’s sleeping good tonight!
Emily @ Life on Food says
This is the coolest thing ever. I was just in Target yesterday trying not to over do it with my purchases. Love love love what you have shown so far. Years in the making…so impressed you kept that under wraps.
Susan Coelho says
OMG! You all are such hardworking people, I can’t imagine anyone better for all these things to happen to! Thanks for sharing your experiences with us!
Side note: would the picture hooks work as drawer knobs? The crystal and knot ones are calling my name!
YoungHouseLove says
Their scale might be a bit big for most cabinets or furniture items, but I think if you adapted the screw (switched it out for a hardware one) it could work!
xo
s
Catherine B. says
Congratulations!!! This is HUGE!!!
LARY@Inspiration Nook says
SO AWESOME!!!!! Can’t stop smiling!
Frances Favela says
i have such a mad crush on your guys! Working hard, making it look fun and putting out fun stuff for me to use around my house.
cheers you guys are RAD!
Erica says
I seriously screamed when I read the title of this post! I am so excited for you! I can’t wait to go to Target and see all your stuff! :-) I’ll definitely have to pick up a piece or two! Congratulations on such an exciting project- that is SO COOL!
Isabel says
OMG…that is the coolest thing. How on earth do you guys have the time? A huge congrats, the line looks fantastic!
Kim northcutt says
I wanna make y’all rich!!! I’m buying one of each! Dude, I’m so super happy and excited for y’all!!!!!!!!
Now I can buy threshold things and YHL things!!!!!!
Thank you so much!
Reshma Sanjeev says
Wow…Congratulations John & Sherry!!!!! To have your product line is a great accomplishment. My favorite of all is the Bee hook.
Christine says
Excited about your big announcement. But I had hoped it was that you are the next big HGTV and DIY network stars. I would love to watch a tv show with you two. And of course Burger.
Nancy says
It’s a Target trifecta this week! First OhJoy!, then Emily Henderson, and now YHL! So excited for you guys and I am loving how Target is promoting all of the designers and bloggers I admire and love keeping up with. Bravo!
Lisa Barton-Collins says
That is both amazing and fabulous! Congratulations!!
xx
Laura says
Congratulations! It’s exciting to see your scope expanding–I’m so proud of how far you two have come! (And yes, a random stranger on the Internet is proud of you: weird and wonderful all in one!)
Tara says
Yay!!!!! That is so awesome!!! I’m equal parts amazed, envious, and excited for you guys! Sherry – YHL Decor could be placed right next to Nate Berkus decor! So cool – you guys rock! Congrats :)
janessa says
My favorite store is teaming up with my favorite blog – this is so amazing. Congratulations – you guys deserve this!
Susan Epperson says
So excited for y’all! Love seeing RVA peeps doing well!!
And that Octopus. Oh I’m going to have at least one of those, and it won’t be for my kids’ rooms either!
Congrats!!!
EMILY MONTREUIL says
This is so unbeleivable awesome!! I have been a LONG time follower and to see your success grow to this is just amazing! I am so happy to have met you in person and have had you sign my COW–from TARGET!! I can’t wait to pick up some items from your exclusive line!!
Audra says
How cool! So happy for you. In a non creepy way it’s like someone I “know” has taken Target by storm. I can’t decide between the bee or the octopus. Excited about your upcoming bouncing bundle of joy! Sending prayers of safe delivery for you and baby heavenward.
kristen says
This is a great opportunity to grow your brand, but I want to pick your brains about how you reconcile the type of product you designed/developed versus the products you typically buy.
Most of Clara’s toys seem to be high-quality USA-made wooden toys. You use green cleaning products. You only use no-VOC paint. You wear a respirator when using anything with fumes so you don’t ingest them. When you can’t control the chemical makeup of an item or paint job, you leave it outside or in the garage for a few days to off gas.
Yet, when you design and develop a product to sell to your readers/the public, it is made in a factory in China? Regardless of the fact that Liberty and Target have relationships with the manufacturing facility, it’s still not an American facility providing American jobs, like the items you take care to buy. The prices of these hooks are so low I doubt they are coated in green paint or other coating.
There seems to be a disconnect.
YoungHouseLove says
We don’t feel like these are outside the realm of what we typically buy by any means. While we do try to do many of the things you mentioned when possible, we also blog about items purchased at mass market stores like Target, Home Depot, Ikea, and HomeGoods often. We certainly have a mix of wooden toys and plastic dolls (like the one we gave Clara when we told her she was going to be a big sister). Just like we don’t only eat organic/local food, it’s about balance for us. We’ve always purchased hardware from stores like Home Depot and Target – so it’s definitely not something new for us.
-John
Kristi C says
Congrats! I happen to be in the market for a new key hook after leaving the old one at our old rental. Perfect timing!
Shawn says
Love the octopus soooo much! Ordered 2 teal for daughter and roommate in sorority house and white for me! Uber cool!!!
Darlene says
Wow! Stuff for real people designed by real people!! Win, win!!
Josh R says
OMG!!! So excited and proud of you guys! Congrats!!! Target!!! So cool! I will definitely be searching the endcaps looking for your creations… Younghouselove has arrived! Woo Hoo!!
Kelly says
So excited for you both. Love your blog which I read daily. Thank you for your creativity.
MChip says
You probably already thought of this but you can sell off your website. Especially those items/ideas that Target chooses not to sell. You have a sizable following. You then can sell what you want and with more price control.
Fun to watch you guys! I’m rooting for you to do well all the way!
Hilary says
How cool is this!!!
Heidi says
Just thinking of how excited you were when you found Nate B’s stuff at Target… so can’t imagine how jazzed this will be.
Karin says
That is insane! You guys are my heroes!
Susan Z. F. says
Thank you for all your hard work, creativity and thoughtful design! This is a beautiful product line. What a thrilling milestone you’ve just achieved in your lives!
I offer you my heartfelt congratulations.
Lynn @ Our Useful Hands says
You guys ermahgersh!!!!! My Michael always says “I have no idea how to get you a good gift because you are the Queen of great gifts.” (The man tells no tales.) But now? He has no excuse. If my eyes are not set upon something from your collection by my anniversary there will be another weird can’t possibly be true Florida news story coming from these here parts. Congrats on everything guys….the Highlander, the new gig, revolving income, impending new namesake…sigh…I’m just so happy for you. Like spinning in a field of sunflowers in a circle happy. :oD
My absolute best, Lynn
*now Sherry go put your feet up girl and get some rest! lol
Shermaine says
That’s great news. Congrats!
Justine says
Congrats! So amazingly awesome. You deserve it!
Jeanne says
You crazy kids are always up to something exciting and secretive. Major coup on this one. I immediately took to the aqua octopus and the teal knob. Blue is my favorite color, and those items are fun and funky. Oops I see the octopus says dark teal…maybe it’s my monitor but it looks aqua to me. Can’t wait to see these items on the shelves. SO exciting!
Jessica Huber says
HOW FREAKING AMAZING!!!! My favorite DIY blogger and favorite store (I’m there at least 3 times a week, I can walk there) collide. I am SO on this!!!!!!
John and Sherry, you are doing an amazing job at building a stylish brand and yet, you are still so approachable. You make us followers feel like our friends, the Petersiks, are achieving these great accomplishments, and we couldn’t be more proud!!! Congrats!
YoungHouseLove says
Thank you so much Jessica. We can’t tell you how excited we are to share this crazy milestone with you guys.
-John
Brandi says
CONGRATULATIONS!!!
melissa says
Must. Buy. All the things! Congrats!
Danielle says
I haven’t been following you long, but I’m just so thrilled for you! This is a huge deal and I hope they’re available in Canada too so I can pick up a few!
Kelly says
I’ve been reading your blog every day for about 4 years now I think, and I feel like we are high school friends or something. I’m genuinely excited for you with this new (or actually not so new) adventure. Huge Congrats!
YoungHouseLove says
Thanks so much Kelly!
-John
Jasmin M says
I’m totally freaking out and just scared the crap out of my husband by dancing around screaming “I get to buy young house love things from TARGET!!!!!!!TARGET!!!!!” notice I said things… SO EXCITED for you and ME!
Taya says
Ahhhh! So cool! And your stuff lands in stores on my birthday!
Deena says
Sweet, it will be nice to see it in the stores and be all proud , I’ll be like yeah I found them back in the day ha ha .
Tali says
Wow! Congrats! You guys are outstanding, well done! I’ve only been following your blog for a few months now after a friend gave me your book for my birthday, but I was immediately hooked! I love your style, DIY tude, your love of sassy chihuahuas and everything you dabble in, but this target line is my favorite thing ever!!! I’ll be picking up a couple Chi shaped hooks within minutes of posting this. :) thanks for your inspiration, keep it up and best of luck in all you do.