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.
Alicia Parsons @ Atypical Type A says
So awesome! Too bad I won’t be able to buy anything (I’m in Australia) but huge congratulations!
Elise says
CONGRATS from Minnesota! So excited for you guys!
We had a crazy spring last year, that April blizzard was something else. You should come back in September or October, we have beautiful autumns!
Lisa Taylor says
Volumes of congratulations! I love the line! Good looking, usable decor items make me happy. Then good quality at a great price? Now I’m singing in the aisles! I have plans for several of these hooks and shelves already. Here’s to future successes too!
Tania says
This was such a satisfying post for me to read! I am a product designer by profession and have specialized in Home Decor and Accessories my whole career. You’ve detailed the process perfectly and it was so fun to see my routine tasks featured on my favorite blog! And don’t worry, it takes most companies that long to develop a product line as well! Of all the retailers I’ve worked with, I was always the most pleased when I could see my product on the shelves at Target! It just makes it so real. Well done :) I can’t wait to check out your collection!
YoungHouseLove says
That’s so cool Tania! We have so much respect for what you do!
xo
s
Sandy says
Such great stuff you guys! Congratulations!
Julie says
As soon as I read the products were going to be available at Target, I may have shouted at I wanted to go RIGHT NOW! I love the diy hook rail!
Hope says
How freaking excited! You must be so unbelievably stoked!! Squeee!!!
Shana says
You guys!!!! About 8 months ago I told my husband that I expected your next venture would be designing something for Target! And fyi, I stopped into my local target early this morning after reading your post and curiously walked through the hook/knob aisle. Guess what…everything was on clearance! They’re clearing out to make room for you! I read you guys at 7 on the dot every morning (here in CA). Love you YHL!
YoungHouseLove says
Ahhhhhh! You guys are so sweet. We’re still freaking out over here. It all feels pretty surreal.
xo
s
Charmaine says
As soon as I saw you guys are selling at Target I yelled, “SHUT YO FACE!” I mean it in a good way of course! I basically live at Target so I can’t wait to see all of your gear! CONGRATS! AHH!
Kelsey says
Omergosh i am so excited about this what a huge accomplishment for you guys. I can’t wait to hang little burgers all over the house. (might make our dog bisbee jealous though and i may receive some eyebrow raising ‘Really” looks from my husband but I’m used to that now.’ Can’t wait to get my “paws on these.” Congrats! Congrats! CONGRATS!!!!
helen says
congrats! so awesome!
Jana says
Ahhhh!!! You guys, you are in Target!!! Congratulations!!! How exciting!
jennifer p says
omg.thats so awesome. you guys rock.i cant wait to go to targets website and buy something now. congrats im so happy for you two.
Autumn Beach says
Wow oh wow, wow, WOW! This is just AWESOME!! Two of my faves: Target + YHL. Target is so smart. Emily Henderson, now you guys. Brilliant! I will DEFINITELY be supporting your new line. I can already think of a couple projects. Sooooooo excited for you guys! Congratulations!!!
gigi says
STF% FOR REAL?!? This ish is awesome!! you guys rock my world
Ana says
I LOVE LOVE LOVE YH-LOVE all of them!!!
Too bad Target does not ship to Europe :( :'( …is there a plan or channel for selling worldwide?
Ana
p.s. I absolutely adore the dark teal key hook and the dark teal octopus! simply amazing!!!!!!!
YoungHouseLove says
Thanks so much Ana! We have an international giveaway lined up in early April, so anyone in the world can win the entire collection. Wish we could get Target to ship anywhere in the world for you guys :)
xo,
s
Avone says
Um, what the heck just happened? You guys do realize you are now in a category with Thomas O’Brien, Isaac Mizrahi, and Nate Berkus, right? Whoa! Congrats!
Peachykeenvintagedream says
O M G. Can anyone please please post me an aqua octopus to Australia? I can not describe how happy (for John and Sherry) and sad ( not available in Australia) I feel right now.
YoungHouseLove says
So sorry they don’t ship internationally for you guys. We do have an international giveaway lined up in early April, so anyone in the world can win the entire collection!
xo,
s
Julie Hashagen says
I love the wood hook rails..They could he used for stationary curtain hooks :) All of the designs are so cute and fresh! Congrats…
Rebecca says
Oh wow! So excited for you.
I’m in Australia. I don’t think Target.com will let us ship here.
Please tell me your international readers can buy your bee hooks?!
YoungHouseLove says
We have an international giveaway lined up in early April, so anyone in the world can win the entire collection! Wish we could get Target to ship anywhere in the world for you guys :)
xo,
s
Beth says
The only thing that could compliment my happiness for you, was if the Target stores in Canada carry your line! My about-to-be-renovated bathroom would sure look nice with some octopus hooks!
YoungHouseLove says
Thanks so much Beth! 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
Jess says
Congratulations guys this is sooooo amazing :)
Hopefully Australian Target will take on you line of awesomeness
Heather @ Them Teaching Us says
Congratulations to YHL!!! I’ll be making yet another trip to Target! My hubby is even excited as we’re starting the building process on our home and looking for accents just like your Target line. Way to go!
Karen HORNSTEN says
I love the bees, keys, and doorknobs!!! You never know in life which direction the wind will take you. You guys have done some hard work and deserve all the success you are getting. Always enjoy reading about your adventures!!! Keep up the great work!! karen
YoungHouseLove says
Thank you so much Karen!
xo
s
mallory says
i’ve never commented before but i’ve ben a follower for a long long time (honestly can’t even remember- i know it was your first house though)….anyways, this is so BIG. so so excited for both of you. my husband and I are building our new house (just sold our house thanks to all our wonderful updates in TWO DAYS) :) :) so i’m definitely buying these right now to make sure I can have them for the new digs!
Karen T. says
I am so insanely happy for you guys. Just awesome! I loves me some Target so you KNOW I will be there 3/31 to shop ’til I drop in support of the Petersiks!! Congrats!!
Lisa K says
Wow! Congratulations! This must’ve been one of the hardest secrets to keep under your hats! How exciting! I am loving all of the looks – the Chihuahua hook makes me want to get a Chihuahua for our family! :) Congrats again!
Amanda says
Wow–Congratulations! Such amazing news!
Claire says
Love the collection! So excited for you guys.
Question about the Octopus Hook:
Are the hooks long enough to hang a bath towel from? I was thinking about putting them in my daughters’ sea themed bathroom.
Thanks!
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
Renee says
So incredibly excited for you guys! I’m a huge lover of Target (who isn’t) and I can’t wait to see your hooks on the shelves!! Congratulations!
Terianne says
Do you know if the YHL collection will be available in Canadian Targets? Please say, “Yes!” I don’t know if I could go on without an octopus hook, and I might also need the burger one too…OK, fine. Maybe I want all of them.
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
Lauren says
Wow, congrats you two! I’ve been stalking your blog for several months now without commenting, but I’m so excited for you, I had to blow my cover. =) My husband and I just moved into a new house which we are currently trying to paint and furnish, so I can’t wait to peruse your merch and see what elements of Young House Love I can incorporate into my humble abode. Maybe we’ll actually see you on the store shelves soon? Here’s hoping! Cheers!
ashlee says
not that I really needed another reason to hit up Target.. but now I can justify it!
Beachbums1 says
So excited for you! Congratulations! Love Target & love your style ~ win/win for me ;)
Danielle H says
I was just looking at the collection again online and noticed that the octopus (in blue and white)and the bee (in white)are sold out online! Congrats on the awesome collection and on selling out of items in less than 24 hours!
YoungHouseLove says
NO WAY?! IS THAT TRUE?! I’m sorry I’m screaming. I need to calm down.
xo
s
Rachel says
Seriously, it is! Do you know if they will get more in stock?? I am dying for a teal octopus!
YoungHouseLove says
I’ve emailed our contact to see what’s up! Hope to have more info soon!
xo
s
YoungHouseLove says
Update: We hear they’re scrambling to get more and they should be available online by tomorrow, so I’d definitely check back :)
xo
s
Rachel says
Ahh thank you!! I will be watching like a hawk!
Danielle H says
So HAPPY for you guys! You deserve to scream a little :) I mean only the BIG TIME people sell out special Target collections in less than a day. I bet the same will happen once it hits stores. I’ve read some other comments and I totally agree when people say how proud and happy we are for you both. Enjoy your successes.
Grace Clark says
Great ideas, I’m looking forward to seeing them in my local Target.
Could you tell us anything about the painting of the yellow house in the Octopus picture? thanks, Grace
YoungHouseLove says
That’s a painting of John’s Granny’s house by a great friend of ours (the best artist ever!) named Lesli DeVito. Here’s her site: http://myoldcountryhouse.com/
xo
s
Cindy says
So happy for you all!! Congrats and you so deserve this! And of all places – Target!! Love it and can’t wait to buy your products!:)
Joy says
Wow!Wow! WOW! You two never cease to amaze! I cannot wait to get to target and pop some tags :)
jenn says
SHUT UP!!! This is awesome. .congratulations..wow I can’t believe you kept this quiet!!!
Georgia says
Congratulations! If only I could buy them over here in the UK.
Kristina says
$her-dog!! Do you realize that both you and Nate Berkus now have collections at Target!!??? I mean mind=blown. And I just used both of your names in the same sentence while talking about collections! (cue the obnoxious squeals and weird happy dances!!)
YoungHouseLove says
AHHHHHHHHHH!
xo
s
Pam says
That is FANTASTIC! How ironic. I just paid off my Target charge card yesterday and swore never to use it again. Oh well! I have to have the Burger hook first!
Pam
Lisa says
Congrats!! Looking forward to a future Target trip to see your stuff :)
HK says
Not doubt someone has thrown this out already, but ploughing ahead… Mix large and small painted canvases in a huge mosaic on the crib wall. Then you can change then out or move them around the house for splashes of color, subtle or bold or both. Make a line, mix the sizes into a square/rectangle, four large canvases making a square and then paint a giant circle or decoupage on them, or one big avant garde painting by Clara.
amy says
Wow! so cool. congrats!!!
AUDRA says
WOW! YOU GUYS ROCK! KEEP ON BEING AWESOME : )
Michele says
Not to downplay the awesomeness of the products themselves but….what does the packaging look like??!
YoungHouseLove says
It’s really exciting! It has our logo on it and the little hearts from our background mixed with some raw wood texture on the sides. Can’t wait to see it in person!
xo
s
Rhonda Corbin says
I can’t wait to check out your new stuff at Target! My favorite store, my favorite bloggers!! Yaaaayyy!!!
Gabbi @ Retro Ranch Reno says
OH. MY. GOSH!!!!!!!!! What an amazing opportunity! I’m so friggin’ excited for you guys….congratulations!!!!!! Xo!
Monique says
This couldn’t have happened to a nicer family. So nice to see your talents being showcased in a national store.