Young House Love

Home Decorating & DIY Tutorials

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Our Hardware Designs – In Target!

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.

Liberty Young House Love Target1

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”?

Liberty Burger Hook

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.

Liberty Doorknob Hooks

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.

Liberty Bees

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.

Liberty Painted Decoupaged

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.

Liberty Key Rail

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.

162003 YHL Octopus Hook Teal1

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.

Liberty Process

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.

Liberty Meetings

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.

Liberty Target Dog

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.

Liberty Todd Shoot

Once it was cropped, you’d never know there was painters tape and blue trim lurking just out of frame.

Liberty Burger Hook

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.

Liberty Picture Hangers

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!

Target Screen Capture

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. 

Comments

  4. amyks says

    My favorite bloggers and my favorite store! And how did y’all know that I have been searching for some fun hooks for my daughter’s bedroom. Looks like the search may be over! Yay! Congratulations to you guys, it is so very exciting!

    Reply

  5. Jamie says

    I CAN’T WAIT to walk into Target and see your products on the shelves; let alone taking some home to hang in my house! I stumbled across your little corner of cyberspace only five short months ago when our offer was accepted on our first house. I was looking for a light celery-ish green paint color and found a pin of the bathroom in your first house. I was impressed by what you were able to accomplish with such a small budget and shared with the future hubs. Then a few days later when I was looking for a serene, dusty light blue paint I found a pin of the bedroom in your first house and LOVED the Ikea built ins and swing arm lamps. Then, I thought, ok I have to check out this website already. I ended up lost for hours in back posts, house tours, the charming backyard wedding and I’ve been a daily reader ever since! You guys are so relatable. As a new homeowner of a rancher (we bought as an estate sale from the ORIGINAL OWNERS of 58 years) that has been well cared for, but needs some major cosmetic updates, I’m totally identifying with your experience. I know, I know. I’m years late to this party :)

    My BFF of 20+ years has a pretty successful mommy blog and she’s recognized locally all the time. Even after almost 6 years I could never quite grasp how complete strangers could find her every move so fascinating. At times I would find it a downright creepy that she’s recognized while out shopping, dining, you name it. Then, here I am all keeping up with the Petersiks! Like we go back to junior high or something.

    Congrats on the Target line! Looking forward to more posts, tips, projects and ideas…after a well-deserved maternity leave.

    Best,
    JL

    Reply

  6. Sue VanParys says

    WOW, HOW EXCITING !!!!!! Congrats, you guys are awesome, Im heading to Target today, I will certainly check it out !!!!

    Reply

  7. Nicole L says

    Congrats! So exciting!! I have 3 chihuahuas, so I am DEFINITELY buying the chihuahua hooks today! Do you know when the teal octopus will be available to purchase online?? I’m not sure I can wait until March 31!!! :)

    Reply

  8. Sarah says

    HOLY. AWESOME. !!! I can’t think of two people more deserving of such success! I’m so excited to buy some things from your collection! I’m such a fan of you guys!

    Reply

  10. Amanda says

    March 31st just happens to be pay day, that’s a little dangerous. Putting a trip to Target in my calendar now!

    Reply

  11. Olivia says

    Oh my goodness, that is soooo exciting! Way to keep a secret for so long. I seriously don’t know how you guys have time to sleep at night. The amount of things you accomplish is so impressive. Your hard work is paying off!

    Reply

  13. Betsy G says

    Hey, I must have not hit send! My wish is still true…
    I knew it, I knew it, I just knew someone would snag you up! So thrilled for you.
    Ok, it’s official!!! You are now the coolest almost family of 5, (yes, I am counting the Burger, who is too say you would be AS popular without him)in VA, and in diy bloggin’ world!

    Reply

  14. Sara wutzke says

    This is so awesome! I have been searching for doorknobs I could affix to barn wood to hang backpacks on, but was way too lazy to make old doorknobs with their back hardware ‘stem’ work. I will be getting those ASAP! Congratulations!

    Reply

  15. Pam the Goatherd says

    OH WOW! OH WOW! OH WOW! I MUST have some of those Beaded Door Knob hooks. What a lovely secret project!

    Reply

  16. Stephanie says

    You two are so great in sharing your creative lives with your readers that, I know for myself, it starts to feel like you’re friends. And today, I feel so proud of my friends. I want to rush out and buy all of these things. Way to go, Petersiks! What a milestone!

    Reply

  17. Katie says

    Oh my gosh! I rarely get a moment to comment as I am usually reading your blog as I sit at stoplights, but I had to get to my computer to say CONGRATS! What a cool and exciting thing for you guys. Really so happy for you. I can’t wait to pick out a few for our house! :) Yay Petersiks!

    Reply

  18. Jacqueline says

    And now I will be buying that key rail!! Soooooooo cute and perfect for my new home!! :) (P.S. I just painted my brick fireplace WHITE!!!! I can’t wait to blog about it soon and show the world my YHL fireplace remake!!)

    Reply

  20. Stephanie says

    Please, please, please say it’s going to be ceramic animals and cabinet pulls/knobs next!!!!! Ok, I know it’s not likely since you said they like tight collections and ceramic animals don’t have much to do with drawer pulls… Unless it was a ceramic animal pull!!! Just think about it! ;-) Can’t wait to find out what you have up your sleeve, my house is going to look like a shrine after a few collections! :-)

    Reply

  21. Jeanine says

    Excuse me while I pick myself up off the floor. I passed out from excitement!!! This surprise project is sooooo awesome! I can not wait to get my mitts on something designed by you guys. Plus, it will give me another reason to run to Target. (Like anyone needs a reason for a Target run!)
    plus, I have been searching for funky hooks by my front door and this collection is exactly what I had in mind. You guys rock!!

    Reply

  23. Katie says

    Congratulations! THANK YOU! We moved into our new build home three months ago & I’ve been unsuccessful in my search for a bumblebee wall hook (yet dragonflies are everywhere). While our house was being build, our 3 yr old son was stung by a bee (his first) on the property site. Ever since then, he referred to the new house as “the bumblebee house” – we all do now! Love being able to add an attractive, functional, and meaningful decoration to our bumblebee house from your collection! I’ve followed your blog since 2011 & also have your book!

    Reply

  24. JoDi says

    That’s awesome! I’ve been wondering when we’d finally start seeing YHL products on some major store’s shelves. Target is the perfect fit! I hope this is just the beginning of lots more cool items to come! Frames and mirrors and vases, oh my!

    Reply

  25. Crystal @BeautifulHaven says

    So excited for you. How fun. One quick question, I love the door knobs and was thinking these would be a fun way to display/hold my jewelry. I purchased something from Ikea a long time ago, but it trashed all my jewelry. Do you know if the metal of the door knobs will?

    Reply

    • YoungHouseLove says

      Oh man that stinks! I wouldn’t think these would oxidize anything, and we shot them with jewelry on them but didn’t leave them that way a long time (had to hide them to preserve the secret) so I’m not 100% sure. Liberty’s website has a call line for questions so maybe they can help?

      xo
      s

  26. Trude says

    This is so exciting! The collection looks gorgeous, I think I’ll have to actually order online because I have a feeling it’ll sell out before it can get to stores! :) Congrats!!

    Reply

  30. Ashley says

    Hi! I tried clicking on the link to buy one of them at Target and nothing comes up when I click through – it’s just a landing page that says “New at Target. Young House Love…” Is everything already sold out?

    Reply

    • YoungHouseLove says

      A few are sold out but the rest should be there. Maybe they’re working on it so it’s down for a sec? I’d try back in a few minutes, or maybe try a different browser?

      xo
      s

  31. Kate says

    I need the teal octopus like I need air. The fabric on the rocking chair in my toddler girl’s room has blue octpuses and dark teal fish/coral so it would go really well and I’m sure she’ll need hooks eventually. I hope it comes back online and if not I’ll hit up Target on March 31!

    Reply

  33. Linda says

    Congrats! And funny…was in Target and saw them Saturday. Was so excited, and puzzled as to why you hadn’t made the announcement. You guys Rock!

    Reply

  40. Kathleen says

    This is sooooo awesome!!! Congratulations to you both on a super job well done!! Can’t wait to see it in stores and see what else you guys are working on!!

    Reply

  41. Meghan says

    I seriously said OMG out loud when I read the first paragraph – I am so excited for you guys!!! Woo Hoo!

    Reply

  43. Elizabeth T. says

    As if I needed another reason to go to Target. Thanks a lot! Incredible news and worth the wait, many congratulations!!!

    Reply

  45. Denise says

    Congratulations! So inspiring to see people doing what they love and experiencing the abundance of it. Keep on creating!

    Reply

  47. Leslie says

    IS THIS IN CANADA?? Maybe you mentioned that but I’m at work and scanning through so quick and getting so excited!

    Reply

    • YoungHouseLove says

      Thanks Leslie! 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

  48. Katy says

    This is so exciting you guys!! I actually saw you walking the downtown Minneapolis Target store last year and could barely contain my excitement. I knew something awesome must have been in the works! Is it weird that I heard Sherry’s voice the next aisle over and thought to myself, I know that voice… Like we are old friends?!? Haha. Congratulations!

    Reply

  50. Kathleen says

    OMG, that octopus, it must be mine… this is so awesome – congrats on the deal and a fun collection!

    Reply

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