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.
Beth says
I’m SO excited for you, and also excited about the timing – my best friends got me hooked on your blog and they just managed to successfully sell their condo in time to buy their house of dreams in Maryland. Now I know exactly what to get them from your collection for their housewarming gift!
Chelsea in Richmond says
This. Is. Awesome! Wow you guys! Target!! I cannot wait until March 31 to grab my own octopus. So we can fully expect you all waiting for the doors to open at your Target over on southside on the 31st right? I know I would be if I were the designer. Congrats!
YoungHouseLove says
Haha! You might just find us there…
xo
s
Meaghan says
That Burger hook is now at the top of my to-buy list! Adorable CITY!!!!!!
Allison says
AAHHH!!!
1.) I JUST ORDERED THE DARK TEAL OCTOPUS! I hardly order things online but I am TRYING to do it more (the orange Atlas Tapestry from Urban Outfitters is on its way currently) so it makes is super crazy that I just jumped and ordered this.
2.)CONGRATULATIONS! Working in product manufacturing (Apparel), welcome to the crazy world that it is. I can’t wait to see more from you two- you really are a dynamic DIY duo!
3.) I read your blog every day- have for 2+ years, but this is one of the few comments I have left.
-Allison
YoungHouseLove says
Thanks so much you guys! We can’t stop grinning at our laptops. It’s not a good look.
xo
s
Jill says
Wow! Huge congrats! What an exciting milestone in your life! I can’t wait to see everything in person and plan on adding something from the line to our new house.
Melanie says
This is huge! Congratulations you guys! Can’t wait to see these items in Target.
Amber says
Are your products made in America or are they manufactured in China?
YoungHouseLove says
They’re designed and engineered in the US by Liberty Hardware – in North Carolina and Illinois – and they’re manufactured overseas in China, where Liberty also has an office full of employees.
xo
s
Lori says
Totally just spent $160! Love every little about it!
YoungHouseLove says
Oh my gosh Lori, you’re so sweet! Thanks to everyone for the kind words today. We keep pinching ourselves. Red marks everywhere.
xo
s
Kimberly says
CONGRATULATIONS! This is so exciting and I nearly fell over when I read ‘other collections.’ I want everything in this collection, but need to reign in my YHL love for some other projects we need to invest in around the house. I can’t wait to see what else you all have in the works!
MChip says
Congratulations!
I wonder if you take suggestions. I have been looking for re positional wallpaper for just a small part of my wall (in the kitchen behind hanging pots and pans that are scraping my painted wall and leaving marks). The availed choices are too expensive because you have to buy so much of it in a large roll. I also do not love the designs available. You may want this for some of your rooms too so that you don’t have to make a large job of replacing wallpaper when changing the style or purpose of your room. Perfect item for Target to sell.
YoungHouseLove says
Love that idea MChip! We were hoping to hear from you guys about what you’d like to see in future collections! We have guesses about what you might like to see, but Target chooses the final product mix, so comments from you can help us convince them ;)
xo
s
Evelina says
Sherry needs her own earrings line!
YoungHouseLove says
Haha!
xo
s
Kris says
Congrats! Now let’s see if we crash Target’s website :)
Julia [Chris Loves Julia] says
Congratulations you guys. Huge, exciting, and beautiful! So, so happy for you!
Tara says
That is so awesome! So excited for you guys and I can’t wait to see it in store!
caroline [the diy nurse] says
This is so insanely good I don’t know where to begin! I’m so happy for you guys- what an amazing dream to come true when you werent even dreaming it! Can’t wait to find the perfect piece for our home.
Also, when Emily Henderson announced she was working with Target just like Nate did for the past year, I was super excited. And then I thought, wouldn’t it be cool if yhl got a line there one day? I’ll keep dreaming and hoping for more of this good news :)
Isabel says
OMG OMG OMG!!! Congrats you guys!! So happy for you! Man it must have been so hard keeping that in! I don’t know how you do it seriously! And the timing couldn’t be better for me, I was just entertaining the idea of some much needed hooks. Hi ho, hi ho, off to Target.com I go! Can’t wait go get home and tell the hubs!!
Amy G. says
OMG!! thats amazing!!!!! Congratulations!! I’m so excited. I can’t wait to buy something from your very own collection! Can’t wait to see more items you two can come up with. man oh man this is a busy 2014 year for you guys.
Sarah says
CONGRATS!!! This is such an exciting venture!
Alison says
O.M.GEEEEEEEEEEEEEEEEEEEE!!!!!!!!
I wonder how many hooks it too many since I want like 10 of each!
Dusa says
Holy Chihuahua! This is freakin’ awesome (cue Macklemore/Lewis/Wanz).
I’m doing the Kermit arm dance for you guys!
Alexis says
AHHHHHHHH!!! YOU JUST FREAKED MY FREAK!
As if my Target addiction couldn’t get any worse! Congratulations on this amazing opportunity! :D
SandyP says
My first thought….Holy Crap I am going shopping!!!!…So happy for you both!!…Your talent and creativeness definitely should be shared with the world…I am such a fan!!!
Jess says
Much deserverd!!!! I can’t wait to check it out. I love all of it, but the octopus LITERALLY makes me swoon. Must have.
Analise says
Oh. My. GOSH!! I literally cannot wait to go stalk your stuff at Target. Is it weird that I might Instagram myself with a chihuahua hook and tag you guys? (With something like #burger #notthesandwich #hesachihuahua).
But seriously, this is so fantastic. I’ve been reading your blog for years, and I feel like my friends just got an amazing opportunity. Wishing you guys the best with this collection!
YoungHouseLove says
Aw thanks Analise! I am now holding my breath for that photo. Might I suggest putting him on your head like some sort of elaborate fascinator?
xo
s
Alicia W. says
Aaahh! Congratulations! This is so awesomely exciting! How can you stay still enough to type?! lol. Congratulations again. This is so cool.
Also, shout out to my homestate, NC! lol
YoungHouseLove says
We’re both very sweaty and grinny today. It’s kind of hilarious… but mostly just creepy.
xo
s
Emily says
I read every single day but don’t often comment. CONGRATULATIONS! You should be so proud of your hard work, your commitment and your ability to ‘ride the wave’ even when you don’t quite know where it’s taking you. You have a pretty fearless business sense and I admire it.
Way to go fellow Richmonders!!!
YoungHouseLove says
Thanks so much Emily! You guys are so sweet. We aren’t worthy.
xo
s
Kim Freestone says
Wonderful collection! I just ordered the octopus hook! :)
Candice says
I’m so excited for you guys! I just wish it would be available in Canada! :)
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
Eileen says
Wow guys, kudos kudos kudos to you! :) :) :) You guys are amazing, no question.
Clodia says
Oh my goodness, congratulations! I can’t wait to see your collection in the wild!
Valentina says
You, guys, are officially on your way of becoming the next Martha Stewart, mark my words!
Azar says
*screams and flails excitedly*
I, uh, might have actually started flailing reading that first paragraph. Two of my favorite things together! So excited for you guys (and me, that teal octopus hook is ending up in my house for sure).
Ida says
Congratulations! I knew you would end up at Target some day. I am hopping over right now to buy something!!
Samantha says
So excited!! That Octopus hook will work so well with the bathroom redo I’m working on! ^_^ Got all of our wallpaper down this past weekend, still have to scrub the rest of the adhesive off before we can paint!
Teri says
Wow! So exciting!!! I just did an online Target order last night- would totally have added a Young House Love product if I had seen one! Might have to do another one today. ;) Congrats!
Sarah C says
You guys are KILLING IT!!! :D <3 :D <3
Eliza says
Holy canoli!!! That is beyond exciting! For those of us following along on this journey with you, it is truly amazing to watch two humble folks make their dreams come true one project at a time. Target is such a HUGE step–cannot wait to make my first purchases. The best of luck to you in this endeavor!
Lee Ann says
These are great! Congrats! Target, here I come. And cue the spooky Twilight Zone music … I knew there were times in the last couple of years that while visiting my mom and dad, I got a strange feeling like: “Hey, I think John and Sherry must be just down the street somewhere.” (I know you’re scared now. Stalker alert. Ha, ha!) Liberty Hardware’s Winston-Salem division is near my childhood stomping grounds. They make great stuff! Congratulations, again.
Lana O says
Congratulations!
Great job keeping us all in the dark! ;-P
Jenny says
I scrolled through this post first to make sure there wasn’t one I missed under it (I like to read in order, what can I say?) and thought “gosh I have to have that octopus” as I scrolled by – I almost did a spit take when I scrolled back up and saw that you designed them! Now I ABSOLUTELY have to have it…just have to decide if I want to order it online RIGHT NOW or wait for the thrill of seeing it in stores :) Congratulations!
Christine says
Congrats!!! I got goosebumps reading this! So happy for you guys!
Laura says
OK…that octopus one is sooo handsome. I think I have to find a spot for that!! I can’t wait to see them in stores!
Kate says
So exciting, congrats!
I just ordered a white octopus – I really don’t know where he’ll go, but I think he’s really cute!
Marjan says
So exciting!!! Congrats.
Elizabeth Rose says
Congratulations! I love target and I love your blog so I will be sure to be looking for your line during my many trips to target!
Brittney Saffell says
How exciting!!!!! Can’t wait to see it in stores!
MissCaron says
SO EXCITING! Congrats y’all!
Christa says
I’m kind of hyperventilating for you over this. Amazing, exciting, surprising. All the emotions. Big huge woo-hoo to you four (+1)!
Joanna says
This is so cool! Congrats! I’m going online and buying that teal octopus now- SO CUTE!
Amanda says
Congratulations! I can’t wait to go and get some of your items!!!
Christina says
Well, I’ll be camping out in front of my local target starting March 30th! Congrats, everything looks amazing! The pieces are so true to you both and I can’t wait for what is to come!