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.
You guys are so awesome! My order is already in!
Wow! So neat. I really love the octopus and the fauceted hexagon. Love that the prices are reasonable too.
OMG, WOW! Congratulations, you guys! So exciting and wow, what a long time in the making! It must have been driving you guys nuts, not being able to tell. The photos look awesome, and I’m sure so do the products! Go you!
Congratulations on all your hard work paying off BIG TIME!
I have to say that I am super jealous that you have gotten to work with the fast, fun, and friendly folks at Target Corporate. I have been working with the company for years, in management, including near HQ, and have met the CEO and VP even, but I have never been to their corporate campus, gasp!
Can’t wait to stock those shelves! I would fill my entire HOUSE with your decor–I wish there were more already! (And yay for the employee discount; if you guys put more stuff out, I’m really gonna need it!)
Aw thanks KB! It was completely surreal to be in their headquarters. It was like a giant Disney World of Target. Haha!
xo
s
How exciting! I already have the perfect spot planned out for that little octopus in our kid’s bath. :)
A HUGE CONGRATULATIONS for you guys. I’m also excited that I can buy at my favorite store items designed by me favorite bloggers..!!! Wohoooo… God bless you guys. :)
How exciting for you! And they look great!! :)
Congrats!! I’m sooo happy and excited for you guys! Pretty darn proud too! I’m going to need to pick up a hook or two. NEED. xo!
No freaking way! I just bought 1/2 of your line! Congrats you two, always surprising us with amazing things!
OMG! I just had to sign in and actually say CONGRATULATIONS YHL!!! Totally made my dreary Minnesota day super-sunny, and oh so happy, Because I’m Happy!
Was just at Target over the weekend contemplating hooks for a few different places in our home. Good thing I haven’t decided yet because I’m loving your bees, blank rail, and vintage keys. Hmm, question, how does the back of the bees ones hook/attach to the wall? My mind is spinning with a few ideas already depending on how these work…muahahaha.
Thanks Lil May! The hook and the bee part slide together, so you screw the hook part into the wall first and then slide the bee on top of it to hide the hardware. Same goes for the Burger hook :)
xo
s
Thank you so much! :)
So incredible, you guys!! Congratulations!!!
Woo-hoo!! Congrats! I love Target and love you guys- what a match made in heaven!
So excited for you guys. What an amazing opportunity. I can’t wait to stock up and to see what else you two are cooking up for future collections.
Oh MY GOSH!! So happy for you guys!! I cant wait to buy it all!!
So excited for you guys! My favorite store + favorite blog = me being broke! But at least I’ll be happy.
Squeals of joy! I am so thrilled for you guys! From amateur bloggers to product designers in a few short years. Who woulda thunk it? You are truly an inspiration to us all!
You guys are SO SWEET! We can’t believe it. Completely feels like we’re making this up in our minds.
xo
s
OOOH! I am finally (after 16 years!) gutting my horrible, horrible bathroom, and I am so totally putting one or two of those awesome octopus hooks in there when it’s all done!! (I’ve been wanting a little octopus for the bathroom – I like the octopus shower curtain and wall decals I’ve seen, but I don’t want something quite that big. This is serendipitous and perfect!)
Also, congrats!
Congrats – this is so cool! Would love to see a tutorial on the decoupaged hook rail!
I was kinda surprised to see a new post so early this morning, but after reading I can understand why- y’all must have been about to bust! Congratulations! Y’all are the super-celebs of DIY blogs!
I may or may not have spewed my coffee after reading that you guys are going to be hanging out with the likes of Nate Berkus at Target!!! Wut, wut!!! Well not you per say, but your amazing products!! I already ordered a Burger hook for my Momma’s birthday present tomorrow. She has two little boys (my fur brothers) of her own; Duke and Toby. Seriously guys, I am beyond proud of you two!! I cannot wait to see it in stores!!
Congrats, YHL! This is beyond exciting, and I can’t wait to see them in stores in a couple of weeks. You two totally deserve this, and I’m so happy to see what started as a little blog turn into something amazing. I’ve been following you for a few years now, and I have to say that your blog is one of the only ones that I don’t tire of. I still check in every single day to see what’s going on at the Petersik house.
THIS IS SO EXCITING! Congratulations!!! You guys are so big time. I just placed my online order for two white Burger hooks! We live close in Canada but close to the border so we will drive over to pick them up. CANTWAITTOUSETHEMAHHHHHH! Also, emailed Target Canada to get their butts on board :)
We finally know what was hidden in that photo way back when! Which ones do you have hanging?
Again, congratulations!!!!!!!!!!
We were shooting the key hook there (that shot with the fringe-y green keychain on it), so we hung it next to the sidelight and changed the art for a mirror. We were rearranging the whole house to make little backdrops and vignettes. It was fun meets chaos, haha!
xo
s
I remember this picture and now want a link back to it so I can think “ooh ooh, I know what it is!” to myself. But really, where is this picture?! I can’t find it for the life of me
Here’s that link for ya: http://instagram.com/p/gtQjodFVvX/
xo
s
And to think that I was going to ask you what you thought about The Walking Dead last night…this collection is a way bigger deal! Congrats on getting to see your dream become a reality – a Target collection!!!
Ahhh, TWD was so crazy last night! In some weird turn of events I called all three things before they happened though (someone being gone, another person being gone, and a third person revealing something dramatic). John was like “no way, too dark” but I just had a feeling. It was so sad though. Carol is an amazing actor.
xo
s
Umm, no words for how amazing this is! You are no longer in the league of 2 normal everyday bloggers, you are in a league with Nate Berkus! If you start having dinner parties with him and Jeremiah I may scream and throw myself on the ground like my 1 year old.
Congratulations! Very exciting! I’m in and out of Target all the time and will look for your stuff!
This is INCREDIBLE!!! What an amazing opportunity! Congratulations and I can’t wait to check out the collection in person :-)
AHHHH! I am so excited for you!! Can’t wait to see them in stores!!!
Congrats! Thats sooooo exciting. I wish they were in stores right now so I could run out and touch, hug and squeal over them all!
No Way!!! How cool is that?! I’m so insanely excited for you guys and all that this blog adventure has become! I cannot wait to see that endcap!! Congrats! You guys deserve it!
This. Is. Awesome. :)
How amazing! Congratulations to you guys!!! The collection looks awesome and I can’t wait to see them on store shelves too! I am already coveting the teal octopus hook and the cocoa bronze vintage key rail!
You guys are seriously awesome! Congrats on the new line and on everything. I love that we all feel so invested in you all. (The sign of a great blogging community I’d say!)
You guys seriously rock my socks off! (Running to order the octopus for my daughters room!)
OOOMMGG! I basically feel like you’ve reached the height of blogging! And also of amazing-ness. Target!? Seriously!? The octopus and bee hooks are coming to my house ASAP. ;)
Already ordered my white “burger’s hook”… Cant wait to receive it :)
That is awesome! You guys are my favorite bloggers and now you’ll be in my favorite store to shop.
I just searched “young house love” in the search field of target.com- how cool! I have to get one of the Burger dog hooks, even though I don’t currently have a dog. They are too cute!
Congratulations!!
I know you staged these to shoot in your house… Are you going to keep any of them around? It would be neat to see which ones you actually keep and how you use them in your rooms
We have our eye on a few for our house as well as a few for the showhouse! Will share the pics for sure!
xo
s
Oh my gosh, congrats!! And it’s at Target, YAY!! :)
Awesome collection! I LOVE the keys! And the bee, and the octopus…
I’m so excited for you – and to place my order!
Congratulations!!! I’m so excited for you both. I can’t wait to see what else you guys cook up for Target. I’m really, really hoping for some throw pillows. I know you’re addicted to them, Sherry :)
That’s cray-cray! Sold at Target? AMAZING! Congrats!!
AAHH This is so exciting! Congrats! Can’t wait to have some YHL gear in my house :) Wooohoo
I am UNREASONABLY excited about this!! (And this is why I refuse to raise my Target Card limit.) Work productivity, see you after lunch!
Ahhhhhhh!!! So excited to see the collection at Target! Yay!!
What the what!!!!! This is amazing! Congratulations guys! I predict they are going to fly off the shelves!
Get. Out. Of. Town.
Really I shouldn’t be surprised. I happily waited in a crazy long line in Chicago drizzle for your book tour. You guys are following in Nate Berkus’ stylish footsteps. Are you now going to surprise us by popping up in Banana Republic marketing as he is right now with his fiancé?
Hahah! I’m pretty confident we’ll never be in BR ads. Make that 100% confident.
xo
s
Huge congrats! Such an exciting and thrilling announcement! :) I studied honeybee behavior for my dissertation, and will definitely be ordering some of the bee hooks. :)
!!!! HUGE congratulations! You’re at Target! *fans self* That’s the big time right there.
Love the collection. The “woven” doorknob hook is really interesting, but I’m lusting over the key-shaped key hook. Also the teal octopus is beyond adorable. Also I love the idea of the build-your-own hook rack. Also…oh, you know, all of it.
I don’t know how you do it with just the two of you. Congratulations, and I can’t wait to see what other products you come out with!
Amazing. I’m not sure I could be happier for you even if we actually knew each other. I’ll be visiting a Target April 1 to check it out.
So excited for you guys! Congratulations!!!
Awesomesauce!