In the photography industry, a common consensus is that lighting is more important than the camera itself. Whether for photography enthusiasts or professional photographers, mastering lighting is key to creating outstanding visual works. However, inadequate lighting equipment and underappreciation of its importance are prevalent issues. Traditional
photography lights are often bulky, complex to set up, and difficult to operate. Many are abandoned after use, left scattered and prone to damage. In the era of short-form video content, with a growing number of creators and evolving shooting environments, the drawbacks of conventional lighting equipment have become even more evident.
The Challenge: Developing a Solution for Content Creators
How can every content creator easily operate a professional lighting tool to enhance the quality of their content? This question led to the founding of Hobolite (now rebranded as
Harlowe) by
AEC Lighting Solutions Co., Ltd. in 2021.
Hobolite's Vision: Combining Functionality and Aesthetics
After extensive market and product research, Hobolite identified a brand and product direction that emphasized both practicality and aesthetics—lighting that serves as both a tool and an artistic expression. When its products launched in 2022, they immediately won four prestigious international awards: the German iF Design Award, the Red Dot Award, the American IDEA Award, and the Australian Good Design Award. By the end of 2022, Hobolite had expanded to markets in China, North America, Europe, Australia, Japan, and South Korea.
Rapid Success in Domestic and International Markets
In China, within a year, Hobolite rose to the top of its category, securing first place in multiple subcategories during the 2023 Double 11 and Double 12 shopping festivals, ranking among the top five in overall sales. In overseas markets, Hobolite quickly established both online and offline channels, gaining recognition among professionals, including Hollywood cinematographer Jasin Boland, and influencers.
Overcoming Industry Barriers: A New Approach to Lighting
The photography lighting industry in China started late. Due to high technical requirements and R&D costs, core technology has long been dominated by Western brands, with few domestic brands entering the field, most remaining in the mid-to-low-end market. So how did Hobolite carve out a new niche?
Identifying Market Gaps: A Response to Industry Challenges
"Although Hobolite was officially founded in 2021, our decision to develop photography lighting was made back in 2018," explains Helena Bian, Chairman and CEO of AEC Lighting Solutions Co., Ltd. and the founder of the Hobolite brand. During collaboration with professional photography teams in the U.S., the company identified a common pain point: cumbersome lighting equipment that was difficult to transport and set up for on-location shoots. Recognizing this as a market opportunity, Helena took immediate action.
From OEM Manufacturer to Independent Brand
AEC Lighting Solutions, originally founded by an American entrepreneur as an OEM factory in China, has over 20 years of history specializing in high-end
LED lighting products for the global market. When Helena Bian took over the company in 2009, she set a goal to evolve from manufacturing to building independent brands. Before launching Hobolite, the company successfully established the LED work light brand ALS.
Shaping the Future of Photography Lighting
With her background as a designer and product manager, Helena focused on breaking free from traditional
photography lighting constraints by creating products tailored to the needs of modern users. In 2020, the photography industry underwent a transformation as short-form video content and live streaming became mainstream, leading to an increased demand for adaptable, high-quality lighting solutions.
Smarter Lighting Solutions for Content Creators
"We wanted to create the ultimate tool for content creators," Helena states. "How can smarter lighting solutions revolutionize their workflow, making creation easier and more flexible? How can we enable possibilities that traditional lighting tools cannot? These ideas shaped our brand's foundation."
Portability and Practicality: Revolutionizing Lighting Design
Portability was a primary concern for on-location shoots. Large lighting setups require extensive space and transportation, often necessitating additional vehicles. To address this, Hobolite focused on compact, user-friendly, durable, and long-lasting designs without sacrificing performance. The product development team redefined lighting structure, optics, and power solutions, resulting in a product that quickly gained a strong following.
Compact Yet Powerful: The Hobolite Design Philosophy
Hobolite's product reviews frequently highlight its "small body, big power" and "compact yet powerful" design. For instance, the Mini model measures just 6.5x8.3x10.4 cm and weighs only 430g. The entire kit, including the stand, is portable enough for a single person to carry effortlessly. It features quick assembly, stepless dimming, and smartphone app control. Built from aviation-grade materials, it operates in extreme temperatures (-10°C to 40°C) and withstands impact. Its high-performance lithium battery supports up to eight hours of continuous lighting.
Simplifying User Experience: Making Professional Lighting Accessible
"Making lighting simpler rather than more technically complex is what we define as 'smarter,'" Helena explains. Traditional lighting tools require multiple buttons for operation, but Hobolite simplified its interface to just two buttons for adjusting brightness and
color temperature, making it accessible for beginners while still meeting the needs of professionals.
Prioritizing Quality: Addressing User Pain Points
Hobolite focused on addressing user pain points rather than chasing exaggerated technical specifications. Instead of prioritizing high lux values, the team emphasized even light distribution to enhance image quality. Additionally, Hobolite subjected its cables to 10,000 bend and plug-in tests, used scratch-resistant and durable materials, and designed a dual-power mode to ensure consistent lighting across color temperatures. "Users may not notice these details at first, but over time, they will appreciate the difference," says Helena.
Creating for Artists: A Brand Focused on Aesthetics
Hobolite positioned itself as a brand "created for artists by artists," appealing to content creators who value quality and aesthetics. The brand's timeless design, inspired by Hollywood's golden age and 19th-century camera prototypes, conveys a sense of durability and artistry. Unlike brands that lock users into proprietary ecosystems, Hobolite adopted industry-standard interfaces for maximum compatibility and longevity.
Designing for Premium Experience: Functionality, Usability, and Emotional Value
Helena describes product design in three tiers: functionality, usability, and experience. "Chinese manufacturing has mastered functionality, and many have perfected usability, but Hobolite aims for an exceptional experience. It’s about premium quality and emotional value."
Sustainability in Design: Hobolite’s Commitment to the Environment
From the outset, the brand embraced ESG principles, prioritizing sustainability. Hobolite products incorporate durable, recyclable materials, replacing plastic with metal for longevity. Genuine leather exteriors enhance the product’s aesthetic appeal, encouraging users to cherish and maintain them. Even packaging reflects sustainability, doubling as a high-quality storage solution to minimize waste.
Targeting a Niche Market: Premium Quality Over Mass Appeal
By positioning itself as a premium brand, Hobolite deliberately targets a niche audience that values craftsmanship and aesthetics over mass-market affordability. "Any mature market experiences segmentation. While many prioritize cost-effectiveness, 10-15% of users seek a higher level of enjoyment," says Helena. "We focus on that select group."
Leveraging Expertise: Hobolite’s Proven Manufacturing Track Record
With 24 years of high-end manufacturing experience, AEC Lighting Solutions has consistently produced top-tier products, earning over 20 global design awards. "We are confident in our ability to create exceptional products," Helena states.
Global Expansion: Hobolite's Strategic International Growth
Building a global brand requires expertise, localization, and strategic partnerships. Shortly after launching in China, Hobolite expanded internationally, entering the U.S. in January 2023, Europe in March, Australia in November, Taiwan in December, and South Korea in January 2024. This rapid global rollout was made possible by meticulous preparation and a strong international network.
Strategic Partnerships: Key to Success in Global Markets
To penetrate the U.S. market, Hobolite enlisted industry veterans, including former Leica executives, to lead its American operations. "Instead of learning through trial and error, we hired professionals who understand branding, user engagement, and distribution," Helena explains.
International Retail Partnerships: Boosting Brand Visibility
In May 2023, Hobolite partnered with B&H, a leading photography and electronics retailer in the U.S., significantly boosting brand exposure. In Europe, the company established warehouses in the UK and Germany and secured a distribution agreement with Focus Nordic, a major industry player. In Asia, Hobolite appointed Saeki P&C as its exclusive distributor in South Korea, a firm known for representing prestigious imaging brands like Zeiss and Sony.
The Future of Hobolite: From Hobolite to Harlowe
In January 2024,
Hobolite rebranded as Harlowe, marking a new chapter in its evolution. The rebranding reflects the company’s broader vision—to go beyond lighting technology and foster a deeper connection with creators. Alongside this transformation, Harlowe introduced a new lineup, including mobile lights and tube lights designed for both aesthetics and functionality.
Harlowe's Vision: Innovation Meets Timeless Design
Helena concluded, "As we looked to the future, it became clear that Hobolite needed to evolve. ‘Harlowe’ represents our aspirations beyond lighting, embracing a creative ecosystem where innovation meets timeless design."
