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.
Jill says
i’m about to order 2 of the glass knob frame hanger thangs for my bedroom! eeek! they are perfect!
congrats, yall!!!!
YoungHouseLove says
Thanks Jill!
xo
s
Cindy says
You guys, I am late to this announcement party. CONGRATULATIONS!!!!! xoxo
Laura @ The Healthy Sooner says
I just screamed when I saw this post!! My favorite home blog combined with my favorite store…I am going to buy it all!!
Sheri Bruneau says
Congratulations! I sure hope they are available in Canada OR that we can order online and have them shipped!
Rhoda @ Southern Hospitality says
Congrats you two!!! What exciting news. I’m very happy for you both and for those of us who started this blog thing back in 2007 (yahooo!!!) who knew it would lead to fulltime careers. Me neither! Such a fun time. Ya’ll have had such a fun journey and it’s been so exciting to watch it all unfold.
On another note, I was flipping through the latest Garden and Guns and lo and behold, there’s John, Sherry, and Clara, frolicking in the surf of Virginia beach, in a full page spread for Virginia tourism. I didn’t see your names on the page, but of course I knew who this lovely family was! How fun on all accounts!! Congrats.
YoungHouseLove says
Thanks Rhoda! It was such an honor to rep VA for Virginia Tourism’s real people campaign :)
xo
s
Susie says
Congratulations!
Meghan says
I know I’m late at reading this but OMG! Congratulations. What an amazing opportunity. Now come on March 31st so I can get to Target!!!! Those bee hooks are just the cats meow!
Rebecca says
Congratulations!! You must be so excited! I LOVE the designs- already ordered the skeleton key for the foyer in the house we’re building this summer! Can’t wait to see them in store! Congratulations again!! xo
Kate says
I can’t wait 7 more days to get my key-shaped key hook! It’s like waiting for Santa!
YoungHouseLove says
You’re so sweet Kate! Hope you love it!
xo
s
Ashlee says
Love everything!! I can’t wait to get a bee hook! we call our daughter Brooklyn “B” and I love touches of bee stuff in her nursery :)
vol25 says
WHAT!!? I am apparently living under a rock, because I only just now heard of this. Must have missed the update on my facebook feed! I followed a link from “the nesters” blog to see this exciting news. :) Congrats you guys, total rockstars you are! You both have really demonstrated the power of the internet when paired with good, honest hard working talented individuals. :)
I just placed my order! I have been on the hunt for a few vintage hooks to help organize my studio space, but these were just too perfect to pass up. Besides I would so much rather support you guys! :)
YoungHouseLove says
Aw thanks so much!
xo
s
Erin says
Wow! I’m a little behind in my blog reading, but I just went on the target website to look for done hooks to hang race medals on and I saw your young house love line! Congrats guys!!!
Kristin says
WOW! this is awesome news congrats!!!
Everythign is so adorable, I already have a few items in my shopping cart ;)
Eugénie says
Just got my bee hooks in the mail! Much bigger than I expected! The packaging is a fun surprise. I plan to gift one to my friend who owns Bee Tree Farm. I’ll have to wait until they hit stores and hope they don’t sell out before I get there to exchange mine. Two of the hooks arrived with chipped paint. Boo!
Congratulations!
YoungHouseLove says
Wahoo! So excited they arrived. And boo about that chipped paint! If you call Liberty they have the best customer service ever and will send new ones out to you asap.
xo
s
Kajsa says
I fell in love with the teal octopus. Such a bummer that I live in Sweden and can’t order it. :(
Good job guys!
Anne says
Just got the Key Rail today and I LOVE IT!!!! I knew it would be great when I saw it on the website….and I am happy to report its so much better than I expected! The design and quality are great – and I love that I can actually afford to buy all the ones I love. I see many more Target orders in the future. Thanks for bringing such a great product to life!! I can’t wait to see new collections from you guys soon!!!
YoungHouseLove says
Thanks so much Anne! That’s music to our ears!
xo
s
Megan Wilson says
I have been reading for almost 5 years and never commented before but I just got my order today and everything is wonderful! I was so excited I had to comment. I got the chihuahua hooks and doorknob hangers in the ORB color and the Key Rail in turquoise. The colors on all are beautiful, the ORB sparkles and it’s just a gorgeous blue. I agree with Eugénie that the packaging is just adorable. Thank you for making these!
YoungHouseLove says
So glad to hear that Megan! Wahoo!
xo
s
April says
I was just checking out these frames:
http://www.worldmarket.com/product/mobile/reese+horizontal+wall+frames.do?sortby=ourPicks
Would look great hanging from items in this awesome collection! I may give it a try!
YoungHouseLove says
Love those!
xo
s
JoeyfromSC says
Congratulations!! I LOVE it!! Will those little pushpins be in the line?lol they are too cool!
I truly love your blog & your designs..You guys are awesome! I hope this leads to a bigger line of stuff at Target. I can only imagine the hard work you guys have put into this!
JoeyfromSC says
OH, I see now that they are picture hangers! lol..I only see the white one on the site:( I like all 3 though haha
Jenny B. says
This is so exciting and fun!! I will have to go to Target tomorrow and see if we have them!
Jessica Reyes says
That’s totally awesome!!! Congratulations to you guys for all the hard work and now I have to make a run to Target to pick a few things up!
Brianne says
Mine arrived today! I love it!
sue Olson says
Im a manager at target and just set your end cap today I was soo excited
and was telling everyone how I’ve read this blog for 5 years now and now you have a collection at our store. Congratulations
YoungHouseLove says
Ahhhhh! That’s so exciting Sue! Thanks so much!
xo
s
Beatrix says
congratulations!!! Just got back from vacation so I missed the actual post and was *surprised* by the ad on the side.
I should be stooping at target this week. Hope they have them at my location :D
Congratulations again!!!
Justin says
Good news for you guys…I went to Target last night to get one or two of the octopus hooks for my daughter’s room, and most of the end cap had been sold out!!! I was bummed that I couldn’t get it, but SO HAPPY for you guys that it was selling well.
It was a bit surreal to see you guys in Target. Every time someone came to look at the end cap, I felt all protective – like I wanted to scream out, “THEY’RE MINE…GET AWAY!!!!”
Haha
YoungHouseLove says
Holy cow that’s so crazy!
xo
s
Holly says
I saw the display in my Target on Saturday. I may have had an imaginary conversation with both of you that went something like “OMG youguys! TARGET! OMG!” Maybe.
YoungHouseLove says
Hahahaha!
xo
s
Heather says
Hi guys
Love the new product line. In fact, I rushed out a bought the large skeleton key hook. I am dying to hang it in my mud room but have run into a technical problem :) I cannot figure out how to remove the actual hook from the packaging. There are black plastic screws/ clips (for lack of a better word) holding the key onto the cardboard and I am unable to free the product from the package! Can u help? I am worried I will break something if I keep messing with it.
Email me please so I can get this beauty on the wall :)
Heather Mill
[email protected]
YoungHouseLove says
Just grab the middle of the skeleton key firmly and yank it away from the cardboard backing. The little plastic pegs that hold it on should pop off and free it (they’re not what you use to hang it, there are wall screws that are included in a little bag that are what you use for that). Hope it helps!
xo
s
Brooke says
It would be really awesome if there was a post or something to show different ways people ended up using the hooks and rails :) I just bought mine (so excited!) and there are so many possibilities I would love to get ideas from others as well :D
YoungHouseLove says
Thanks so much Brooke! That would be fun! We have gotten to see some really fun uses for it on instagram (people tag their photos with #younghouselove sometimes, so maybe a search of that will turn some up?). We’d love to have a way for people to submit photos that we could share in a big grid or something. Will chat with John and see if we can come up with anything!
xo
s
Jacelyn says
I was so excited when I finally got to a town that had a Target and found your hooks! They’re awesome!
Jill J says
I am DESPERATE for 3 more young house love woven style decorative picture hangers!!!! I actually am using them in my kiddo’s play room to hold their little backpacks, ballet bags, coats, etc. It’s so cute but the target next to me only had a few and now they AREN’T AVAILABLE ONLY AND AREN’T AVAILABLE IN STORES!!!! AAAAHHHH!!!!! What’s an obsessive compulsive mom to do??? Please direct me where I can get more of these goodies! The look amazing on the exposed brick wall. So cute and I’m obsessed with your brand!!!!
YoungHouseLove says
So sorry! I would contact Liberty Hardware (they have a contact on their website I think) and see if they can sell them to you directly!
xo
s