"The tool industry, it never changes, the products are boring, very masculine and very much designed for professional users,"
"We can start something new."
"A lot of people told us it isn't going to work, it's so niche, it looks so diff..."
Lidan Liu left consultancy work to found Hoto with the goal of creating consumer-focused, less masculine tool designs. She leveraged a connection to a Xiaomi cofounder to join Xiaomi's supplier incubator, gaining access to component suppliers and selling through the Mijia brand for a 10 percent equity stake. Hoto pitched Xiaomi repeatedly and collaborated with German brand Wiha to produce a slim screwdriver set with 24 bits and a pop-out magnetic case. Xiaomi initially ordered only 5,000 sets, reflecting skepticism about demand for a niche, stylish tool product.
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