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.
Michelle R says
Wow! What amazing new! Congrats on such an awesome accomplishment!
Susan C says
Love the collection! Congrats! I absolutely love that octopus hook – I just purchased it for baby’s room! So adorable!
Ali H. says
I’m so excited that you finally broke the news about this project! I work for Target, and the girl who sits next to me actually put together the endcap presentation for this collection. So bummed I missed the chance to see you when you came to headquarters last year, but so pumped to see this collection come to life in stores SOON!
YoungHouseLove says
Ahhhhh! Thanks so much, Ali! Still doesn’t seem real. And walking through Target Headquarters was like Wonderland. John seriously almost bought the Target scrabble game from the company store for his mom. We had the best time.
xo
s
Tiffany R says
Oh my gosh you guys! The whole collection is fabulous!!! Congrats!!! I can’t wait to see what you design next. And I can’t wait to hang something from your collection in my own home. I LOVE the doorknob hangers, bees, blue hexagon acrylic picture hanger and the woven style picture hanger! Congrats again!
Virginia says
YES! Can’t wait to get my hands on these – finishing up our nursery (due mid April) and our 2.5 year old daughter’s ‘big girl’ room and these are just what I’ve been waiting for! I’m in Minnesota – and it’s snowing FYI – and am obviously at Target an inappropriate amount of time (I tell my husband, I just want to go to Target and walk thru each aisle slowly by myself..ha!). I love supporting you guys and am excited to see what the end caps have to offer!
Cathy says
Ahhhh! So excited for you — and me, too! I have a Target birthday gift card that I got in January and haven’t decided what to get yet. I was just there last night and still couldn’t quite decide. Now I know! Guess where I am headed March 31? :-)
Madelaine says
This is so awesome and exciting! I think this is just the beginning for you guys, I see more big things coming your way. And I can’t wait for my next Target trip! Congratulations!
Casey says
Holy cow, that’s fantastic! Congrats, you guys-I practically live at Target so I will most certainly be checking out your collection!
Sarah Miller says
Awesome! This is so exciting! I can’t wait to buy some of these. Great job, guys!
Laura says
So thrilled for you! I just ordered 3 bees (we are a family of 3 and have a thing for bees), an octopus for my daughter’s bathroom, and another octopus to hang on my gallery wall near the *When I grow up I want to be a photographer or an octopus* print that I have thanks to your blog!
(I’m not a crazy stalker…you guys just save me major shopping time and decision making!!)
Best of luck with this new adventure!!
Kristin F says
Y’all are awesome! Congratulations, it’s so exciting! I feel like us long-time readers always knew we had another Nate Berkus/Candace Olsen/Sarah Richardson on our hands!!! Can’t wait to stop work long enough to gee-gaw over your designs.
Beth A. says
OMG!!! Congratulations — you’re hard work and grace continue to pay off!
Barbara says
It won’t be long until you’re both too important for us! :) Congratulations! Well deserved!
YoungHouseLove says
NEVVVAH!
xo
s
Stephanie says
That is so exciting! I have never met you but am so excited for you anyway! The Empire is taking shape. :)
Marta says
You two are our inspiration! Just this weekend my fiance and I were sanding some wooden blocks we are making for our son, and I said “I feel like we are John and Sherry right now!” My fiance just looked at me with that, “you’re really silly right now” stare, but I know deep down he was thinking the SAME thing. Thank you for continuing to provide innovation and creativity to every day life, it makes it so fun for the rest of us to play along :-)
YoungHouseLove says
I love it! That’s so sweet Marta.
xo
s
Maria says
Daaaammmmmnnnnnn P’s! That’s sooo freaking awesome!
Brittney says
Wow that is soooo cool!! Congrats!!
Catherine says
Congratulations! This is so insanely cool! I have already fallen in love with a few items and can’t wait to get them for our house.
I would love to know what the paint color is in the photo of the white bee hooks. That is the exact color I have been wanting to paint our master bedroom. Is it the Black Pepper used in your bedroom? It looks close, but slightly different – maybe because this is a straight-on photo?
YoungHouseLove says
Yes, that’s Black Pepper. Such an awesome color (it seem to change a lot throughout the day due to lighting/etc).
xo
s
Jaye says
Oh my goodness! That’s huge!!!! I love it all! Well deserved! Congrats you guys!! :D
Terresa says
Aaacckkk, this is so awesome!!! Yay for you guys. Just had to comment, and this may have been said by others, about the comment with the Chihuahua hook that you would never know there is blue trim lurking in the room – you can see a reflection of it in the lamp!!! not in a bad way at all, but it’s just funny that you CAN see it:)
YoungHouseLove says
HILARIOUS! Holy cow, John and I just laughed for ten minutes. That blue trim lives on to haunt us even after we sprayed it.
xo
s
Wendy says
Ha ha, Terresa, I chuckled at the same thing!
Congrats, John and Sherry! So exciting and inspiring.
sarah picking says
I totally just bought the octopus!! I adore it!!! xxoo
Kate says
Love it! Especially that they are able to be painted/stained!! Tell Target we want more….like a whole entire line of stuff….bedding, dishes, everything :)
YoungHouseLove says
Oh man, that would be crazy!
xo
s
Mallory says
I placed my order already. We’ve been looking for modern wall hooks to line our entry way. For two crisp twankys, I walked away with 11 of the chunky and not-so-chunky hexagon hooks! Had to get those suckers before they sold out!
Michelle says
Congrats to you guys! Target is a big accomplishment!
Michelle says
Also….I imagine your wonderful line will sell out fast!!!
Emily Jones says
Well this is just too exciting for words! Congrats!!
Abby says
Congrats you guys!! I was guessing Target, but didn’t want to ‘accuse’ you of anything and then you have to deny it!
Any way we can harass Target to make sure you can make more home accessories? I’m picturing lots of white animals and throw pillows :)
I can’t see what else you guys come up with!
Abby
YoungHouseLove says
Hilarious! Yes, Target would love to hear your suggestions for future collections. They pick all of the final mixes from dozens of things that we present, so it might help to sway or convince them if you weigh in ;)
xo
s
Jess @ Crunchy Hot Mama says
OMGeeee I am squealing over here! I got chills just reading about it! SO happy for you guys :) That is so awesome and I can’t wait to see it on the shelves.
I’m guessing that was the super secret project you were talking about, $herdog ;) I don’t know how you guys juggle all these projects, but you two are Ah-mazing! Congrats again!
Erika says
COngrats on the new collection – how fun is it to see the final product out there after all that hard work! Love it!!!!
Lisa says
I noticed when I was in Target a couple weeks ago they had a lot of their cute hooks and knobs on clearance and wondered how the new items would be any cooler! I had to jump back when I saw your post today! I can’t wait to see them in the store!
Kirby says
OMG!!! I’m so excited right now! Can’t even handle this! Super cute and affordable! I love you guys! Ok, I will try to stop using so many exclamation points and pull it together…Nope! Not happening! Lol!
Sarah says
Omg! Just bought three doorknob hooks online! Love them but also loved the idea of hanging jewelry on them in my bathroom. So excited to get these now online….our own little boy is arriving 3/19 and this mama expects to be deep into feeding and sleeping by the 31st!
Raesha de Ruiter Zylker says
For the Love of Jesus on Midlothian, Shut The FRONT DOOR!!!!!! This is SO exciting!!!!!!! I’m thrilled for you both so much. My hubby works for Target (just had his 23rd anniversary last week)and Target is my most favorite store in the whole wide world. I can’t wait to go purchase some of your goodies!!! CONGRATULATIONS!!!!!!!!!!
YoungHouseLove says
I’m going to have this baby from laughing so hard. That first sentence. I can’t. I am just sitting here cry-laughing and John’s all “what?!”
xo
s
Jessica says
Wonderful!!! Congratulations! They look amazing!
Hanna says
Just snapped up the bronze key hooks (to remedy the pile of coats that perpetually lives on a chair by my door) and two bee hooks (because . . . they obviously go with my hypothetical upcoming kitchen remodel). Love!
Kelli Knight says
Jonathan Adler….here they come! Congratulations, guys! What an exciting year for you! So much fun to follow along on your journey!
Linne says
OMG!!! Congratulations, I can’t wait to see what else you have in development.
Hilary says
One word:
YYYYAAAAAASSSSSSSSSS
Lauren (in PA) says
Woo to the Hoo!!!
You guys and P-Dub are the little blogs that could.
Glad to have been following you since so far back and see you guys come so very far!
And, I can use my Target discount!
Jen V says
love Love LOVE! Think you will sell out! I want them all!
trav says
Amazing, awesome…Oh, I gotta go! geting on the Target site and buy something!
Sarah says
Holy awesome-sauce batman!!! This is beyond fantastic! Congratulations you guys, can’t wait to purchase new hooks for the hizzy!
Erin @ DIY on the Cheap says
That’s amazing! Congratulations! So happy for you guys.
Jenni says
Yay, congratulations! So excited for you guys, and Target is lucky to have you!
I’m sorry you had to come to MN during our stupid April blizzard. It makes for a good story at least! Funny, my neighbor has a hobby farm outside the Twin Cities, and the snow removal company stops snow removal firmly on the 1st of April, so they were snowed in at their hobby farm. In April! Insanity.
Susan says
I just ordered the turquoise key holder!!! So exciting for you guys! What a BIG year you are having!
Allison says
I love, love, love these!!! They are exactly what I have been looking for. I am so glad I have been dragging my feet on making the decision about which hooks to buy for my home. Awesome job!
Michelle says
OMG! Congratulations! That is amazingly cool :) You guys deserve it!
Karen says
Young House Love + Target?!? It’s like Christmas coming early! I’m going to officially be distracted by target.com for the rest of the day.
Congratulations! I bet it feels super surreal to be stocked at Target!
And as a Minnesotan who had hugely pregnant feet that fit into nothing but flip flops during that snow last April (and May), I don’t know how we do it either; I think that’s why we’re so nice: we know we can’t rely on the weather for warmth.
Christine says
Ha! I loved the comment about not knowing how Minnesotans do it — as in snow in April! As a Minnesotan myself, last winter was rough and tested the sanity of most of us (this winter too). So much, that my family and I are moving to Richmond this summer :) Now to find a house…
Love the collection, completely my style and several items are already on their way to me.
Michelle N says
Congratulations!!! I will take one of each! Haha! Totally buying the key rail. Can’t wait to see the items in the store. Great job guys!!
Michelle says
Congratulations!! I love the key holder. Best of luck to you!