Efreshli, an Egyptian startup specialising in interior design, has secured a seed round of funding to enable the development and expansion of its current and future products.
Algebra Ventures led the seed round that included 500 startups, Dar Ventures, and angel investors.
Efreshli, an online company founded by Heba Elgabaly, offers quick decorating and furnishing services. The website offers its clients a smooth home shopping experience by showcasing and selling thousands of products from more than 150 of Egypt’s leading brands.
Customers may purchase at home with ease thanks to the platform, which features and offers thousands of products from more than 150 of Egypt’s leading brands.
Dina Elhaddad has been named co-founder and chief product officer (CPO) of the startup. Having worked at Google for the past eight years, where she was instrumental in creating market-leading products like Google Assistant and Google Shopping, Elhaddad has fifteen years of experience in consumer technology.
“I’m excited about this significant milestone for Efreshli. With new funding and with Dina El Haddad joining as co-founder and CPO, we can accelerate our tech-driven growth and take Efreshli to new heights, bringing us closer to our mission of making interior design accessible for everyone,” said Elgabaly.
Elhaddad expressed her enthusiasm in joining Efreshli on their mission to transform the home furnishing industry in Egypt and the surrounding area, calling it a “thrilling” experience.
“The future of Efreshli involves creating a whole ecosystem, not just furniture. We’re making the process smooth and bridging the dots for everyone—from designers to customers—with technologies like Efreshli Pro,” she said.
“Efreshli brought a refreshing designer-first approach to the entire customer journey,” stated Laila Hassan, general partner at Algebra Ventures.
“Furniture is an important national industry. Egypt is the region’s largest exporter of furniture and has always benefitted from secular trends like near-shoring and an attractive labour market,” she said.
“Efreshli is well positioned to leverage the best of Egyptian design to serve customers across MENA. We believe there’s a lot to disrupt in this space and are thrilled to be partnering with Heba and Dina. Heba brings years of domain expertise to the table, having helped build Eklego, a leading furniture house, into the powerhouse that it is today. Dina is a technologist through and through, having spent many years in leadership roles at Google in the US before returning to Egypt.”
This additional funding will be used to broaden Efreshli’s product line and improve its offerings.
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