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.
Missy says
Congratulations! I never miss a post! You guys are amazing!
Crystal says
Congrats guys!!!! It seems like you guys are juggling a LOT more comments lately – how are you doing it?!?!
YoungHouseLove says
Thank goodness for iPhones! We answer questions on the go ;)
xo
s
Ro says
YHL + Target… my two favorites in one convenient location?! So happy for you both and can’t wait to check these bad boys out in person!
Kerri says
congratulations! being that target is my favorite store, i’m excited to see the official displays! can’t wait to see the final selection!
jordan says
WOW….congrats! I would have never guessed this but YHL and Target go together like pb and J! perfect match! question……do you have a new posting time schedule (i have an inner 10am yhl radar….ha!)?
YoungHouseLove says
Lately with showhouse stuff in high gear we’ve been posting a little earlier (usually around 9) just to hopefully give us more time on the back end for all the running around that we’re doing these days.
xo
s
Corinna says
Congratulations! I will be stalking my local target to snap some up.
Sina says
That is SO amazingly awesome you guys!!! CONGRATS!!! Can’t wait to buy it all!!!
Beth Ann says
Squealllll!! ~ congrats, how incredibly exciting!
Beth Ann says
Squealllll!! ~ congrats, how incredibly exciting!
Pat S says
How very cool. Congratulations.
rachael says
WOW! Congratulations! Any idea if they are coming to Canada??? PLEEEEEEEEEEEEEEEEEEEEEEEEEEEEEASE!
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
Anele @ Success Along the Weighn says
That’s so cool! Congrats guys!!
Amanda @ All Day Activewear says
GAH!!!! So exciting!!! I can hardly to see them IN STORES! I’m hoping Minnesota stores (the home-state of Target) will get a little sneak preview? :) Either way, I will be on the lookout. Now if only our family still had that Target employee discount…..
Congratulations, John & Sherry!!
Jessica says
Super! My tiny little apartment has been needing a coat hook!
LMN says
I am giddy excited that y’all have secrets. I love it!! And this is super cool. Off to order now!!
Alex the Airhostess says
Congrats friends! I’m so very happy to be able to support something you all do-reading your blog at breakfast is such a nice treat for me-and now I can show some love back.
Can’t wait to put the octopus (or octopi more accurately) on my bathroom walls. I’m imagining a Black Friday doorbuster-style stampede into My Target on March 31. I promise I’ll use my good manners in gaining custody of the octopi so you won’t have a YouTube classic brawl of design savvy females throwing elbows for wall hooks.
YoungHouseLove says
Haha! You’re so sweet Alex. On tour the West Elm folks who hosted a bunch of stops described YHL readers as “the friendliest mob they’ve ever met” which made us beam. You guys are the best.
xo
s
Karen J says
Funny typo “hosed” instead of “hosted”. I’m just reading through all your replies trying to find out how many items total are in the collection??? Are they all shown online? Wondering if some are sold out already.
YoungHouseLove says
Thanks for the funny typo tip – all fixed! As for the collection, you can see it all here (even if things sell out they stay on that page, they just say “not currently available” under them. We had a few come up with that warning but they rushed and got more stock so everything should be there for ya :)
xo
s
Karen F says
whoa! Congrats you guys!
Emily says
This is fantastic!! I absolutely love the octopus hook! Also the blank rail hook with the picture ledge is an awesome idea. I can not wait to run out to stores and get some!
Emily
eageremily.blogspot.com
Joseph says
Awesome! That’s a pretty sweet secret project. I can’t wait to see the collection on the shelves.
Liberty Hardware is owned by the same corporation that owns the company I work for! Though the one I work for deals in insulation.
YoungHouseLove says
No way! Such a small world!
xo
s
katie {deranchification} says
Holy moly – Target!!! Congrats, y’all! Headed to target.com now to scoop up some of that awesomeness now and marking Mar 31 on my calendar to make sure I ogle the rest of it in the store :)
Courtney says
WOW!!!!!!!!!!!!!!!! That is so exciting!!!!!!!!!!!! Well deserved, you guys. :) I want one of everything!
Corien says
Wooohooo! So excited for you guys!!
Melissa@TheChicDream says
Congratulations! I need a hook for my pantry door so that I can hang up my apron. Maybe one of these will do the trick!
Jill says
Oh my goodness I read this post right before I walked out the door this morning. Now I can’t wait to get to work to start shopping on Target.com!!
Rochelle Gorey says
Wow. HUge Congrats. Now, i have another reason to head over to Target!!
Audra says
CONGRATS! I’m so thrilled for you! (And me…I might have to hang out at target til they stock your things, love ’em all!). Celebrate good times, c’mon!
Michelle | Birds of Berwick says
Congrats and what a great collection!
Where are your products being manufactured? Made in the USA?
YoungHouseLove says
They’re designed and engineered in the US – in North Carolina and Illinois – and they’re manufactured overseas in China, where Liberty has an office full of employees.
xo
s
Karen @ year of serendipity says
Aaaaa! That’s AWESOME!!!! That just reinforces target’s awesome decor taste lately! Can’t wait to see the display and check out the new goodies in person!!!
cassie says
YAY! congrats! so happy for you!
love the octopus! :)
Kajsa says
So Cool! Love Love Love Target (who doesn’t?) Great job on all the hard months of work, the collection is beautiful.
Sarah says
Congratulations!!! I was JUST wandering through the Target home section yesterday, and I randomly thought to myself, “A Target line must be Young House Love’s secret project, it would totally fit here!” I’m currently restraining myself from ordering one of everything…
Heidi says
This is CRAZY amazing!! I can’t wait to see it all in person! Hope you’re going out tonight to celebrate this huge milestone! WAY TO GO!!!!!
Shavonda@AHomeFullOfColor says
So clearly I was waaaaaay off the mark;) Congratulatioms you guys! Thats so wonderful and super exciting!
Christina says
Congratulations!! Seriously….how do you all get it all done? I think it is just awesome you all work SO well as a team. The hooks look super cute and I am excited to check them out online. By the way , will you all be considering using any in your own home?( I always wonder if those who design products would actually purpose them in their own homes/lives).
YoungHouseLove says
Thanks so much Christina! We have our eye on a few for our house and a few for the showhouse too!
xo
s
Morah says
Congratulations! So happy for you guys. Is there anywhere we all love more than Target? Definitely not.
Kristi says
I knew it! When Oh Joy’s collection was revealed a few weeks ago, I turned to my husband and said, Young House Love has been talking about a “secret project” for awhile and I’ll bet they are doing a line at Target, too! How cool–these look awesome and what a fun experience!
Katie says
How exciting! I am so happy for you guys and can’t wait to do some online shopping at Target. I think I want to buy 1 of everything! Congratulations on another amazing opportunity. You guys are amazing :)
Cindy says
Congratulations! It’s a great collection. A few may have to make it home with me.
Becky says
Congrats! Will the line be available in Canada? (Please say Yes!)
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
Lisa@Double Door Ranch says
WOW!!! This is huge, and so very well deserved! I just hope I dont run into anyone at Target who doesn’t know about you guys when they see the collection bc believe me, they will get SCHOOLED! Haha
Jenne says
Crazy excited for you both in Chi-town! Congratulations! :)
EmilyHG says
Congratulations, you two. Fantastic news!
MelanieL says
Congrats guys! This is so exciting!!! Bees are my thing too so I can’t wait to snatch up a couple bee hooks for my closet:)
Mel says
How incredibly exciting for you guys. Those all look fantastic and I’m dreaming of the ways I can add them to my house. I would love to have little touches of John and Sherry, and this is by far the best way to do that.
I’m beyond excited for you guys and love how things are shaping up for you. It gives all us little DIYers and small business owners a ray of hope that it can be done. Kudos to you!!
YoungHouseLove says
You’re so sweet guys! We LOVE YOU! So grateful and appreciative for the crazy places this little blog has taken us. And so honored to have you guys along for the ride with us :)
xo
s
Jackie says
Congrats! I’ve already got my eye on quite a few of these! Loveeee the key hooks!
Monica says
Congratulations!! That is very cool! I really love the octopus, thinking I might get that for our keys.
Samantha @ Fabulous Fabris says
Wow!! That’s amazing! Congratulations! I can’t wait to see what other collections come up :)
Becka says
Congratulations!! So excited for you guys! Placing an order for the bee hook now…
Jennifer says
So cool–congratulations! I love love LOVE those doorknob hooks! And I love the idea of having a little piece of your style in my house. Thanks for making it happen!
Julie says
This is awesome! I’ve been searching for some hooks for Baby Brother’s room, so it’ll be awesome if I can get some J&S love from Target, of all places! He’ll be surrounded by some of Mommy’s favorite things. :-)