Egypt’s Efreshli Secures Seed Funding From Algebra Ventures

Efreshli, an Egypt-based online interior design platform, secured undisclosed seed funding in a round led by Algebra Ventures, with additional support from Dar Ventures and 500 Global. 

Founded by Heba Elgabaly in 2019, Efreshli has rapidly become a key player in Egypt’s interior design industry, providing an online platform that brings professionally curated home decor to everyone. 

Meanwhile, the startup has announced that Dina Elhaddad will join Efreshli as co-founder and chief product officer (CPO). Elhaddad brings 15 years of extensive experience in the technology sector, including eight years at Google in Silicon Valley, where she played a key role in projects like Google Assistant and Google Shopping.

Elhaddad’s background complements Efreshli’s mission to challenge a traditionally offline industry, offering consumers a smooth, user-focused experience to help them access quality design solutions across diverse budget ranges.

In an interview with Inc. Arabia, Elhaddad said, “Right now, I am laser-focused on growing and scaling our business in Egypt. We want to become the go-to destination for anyone looking to furnish or redecorate their home. And we're doing this by leaning into our design identity and increasing our productivity even more through tech. I think there are a lot of exciting applications for AI in this space that I am keen to bring forward.”

Commenting on how the recent seed funding round will impact Efreshli’s growth plans, Heba Elgabaly, founder of Efreshli, said, “The funding will help us invest in our tech infrastructure and grow our tech team.” She continued, “It will also be used to expand retail presence in select areas which catalyze and complement the online business.” 

Laila Hassan, general partner at Algebra Ventures, a leading tech-focused venture capital firm in Egypt that spearheaded the seed funding round, said, “Efreshli curates the best of local furniture design and makes it seamless for businesses and consumers to purchase beautiful, high-quality pieces online. In an industry riddled with attempts to build simple Web 1.0 e-commerce experiences that just don’t work for furniture, Efreshli brings a refreshing designer-first approach to the entire customer journey. 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 labor market.” 

Efreshli currently links more than 150 Egyptian brands with thousands of customers through its user-friendly online interface, offering a diverse range of styles and price options for products that are screened and vetted by Efreshli. Supported by a team of 60 experts spanning design, technology, marketing, and operations, Efreshli recently launched "Efreshli Pro,” a platform for interior designers.

“Efreshli Pro allows interior designers to outsource their furniture selection process to us, saving them time and effort," said Elhaddad, who sees this as a crucial step in connecting the missing links in the home furnishing ecosystem. "This is just one of the many ways we're working to streamline the industry and make it more efficient for everyone involved."

Efreshli unveiled its first showroom in Cairo on November 9 in partnership with furniture design and production company Ebony and Ivory. The space offers a personalized, one-on-one experience with its products, and the launch event blended online and offline shopping, allowing guests to explore a curated selection of furniture. 

Following the recent investment, Efreshli plans to increase its tech-driven solutions and enhance its service, which combines interior design expertise with a comprehensive online marketplace. It will also expand its retail presence in select areas to complement the online business.

Having already attracted a diverse user base from Egypt, Efreshli has set its sights on strategic regional expansion. “We plan to expand regionally, starting with the UAE and Saudi," Elgabaly said. "The pain points in the industry aren’t unique to Egypt, and with a few adaptations and customizations, Efreshli’s value proposition can fill a significant gap for customers in these new markets as well.”   

Similarly, Elhaddad expresses her positivity towards the regional expansion to revolutionize the design ecosystem. “I am excited to expand our offering regionally. We believe that Efreshli has the potential to revolutionize the home furnishing experience not just in Egypt, but in other markets as well such as UAE and Saudi.”