Interior design startup Efreshli raised Seed funding from Algebra Ventures

A seed round of funding has been raised by Egyptian interior design startup Efreshli to help it expand its product line and improve its offerings.

Heba Elgabaly founded Efreshli, an online company that offers convenient decorating and furnishing services to make travel easier. The platform offers its customers a smooth home shopping experience by showcasing and selling thousands of products from more than 150 of Egypt’s leading brands.

In a round headed by Algebra Ventures and involving 500 Startups, Dar Ventures, and angel investors, the startup has now raised an undisclosed sum of seed money. This additional funding will be used to broaden Efreshli’s product line and improve its offerings.

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 brings 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.

Being a part of Efreshli’s mission to transform the home furnishings industry not only in Egypt but throughout the region, Elhaddad expressed her excitement.

“Efreshli’s future is more than just furniture; it’s about building an entire ecosystem. With innovations like Efreshli Pro, we’re connecting the dots for everyone, from customers to designers, and making the process seamless,” she said.

According to Laila Hassan, general partner at Algebra Ventures, Efreshli introduced a novel designer-first strategy to the whole customer experience.

“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.”