Efreshli, Egypt’s fast-growing interior design tech platform, has announced the appointment of former Google product lead Dina Elhaddad as its new co-founder and Chief Product Officer (CPO). The addition of Elhaddad, alongside a fresh seed funding round led by Algebra Ventures, aims to accelerate Efreshli’s growth and enhance its digital capabilities. The funding round also included contributions from 500 Startups, Dar Ventures, and several angel investors, marking a key moment in the company’s ambitions to elevate the interior design experience across Egypt and beyond.
Founded 2019 by Heba Elgabaly, Efreshli has quickly established itself as a prominent player in Egypt’s interior design space by offering an online platform that makes professionally curated home decor accessible to a broader market. With Elhaddad now at the helm of its product development, Efreshli aims to scale its tech-driven offerings and further optimize its service, which blends interior design expertise with an expansive online marketplace.
Elhaddad’s experience in the technology sector is extensive, with 15 years of industry experience, including eight years at Google in Silicon Valley, where she contributed to major projects such as Google Assistant and Google Shopping. Her expertise aligns well with Efreshli’s mission to innovate in a traditionally offline industry, providing a seamless, user-centered experience for consumers seeking quality design within various budget ranges.
Efreshli’s founders, both Harvard Business School graduates, are well-positioned to leverage their combined expertise. Elgabaly, who previously served as a partner at Eklego — a renowned Egyptian design and furniture brand — brings in-depth knowledge of the local design market. The platform itself has been instrumental in connecting over 150 Egyptian brands with thousands of customers through its online interface, which is designed to offer a wide variety of styles and price points.
With a team of 60 professionals across design, tech, marketing, and operations, Efreshli aims to expand its product line and launch innovations such as “Efreshli Pro,” a platform for professional designers. This addition is expected to streamline interactions across the interior design ecosystem, further solidifying Efreshli’s position in the region.
New Investment to Fuel Expansion
Algebra Ventures, a prominent tech-focused venture capital firm in Egypt, led the seed funding round, expressing strong confidence in Efreshli’s potential to disrupt the interior design market. Algebra’s General Partner, Laila Hassan, underscored Efreshli’s focus on creating a more integrated shopping experience for furniture — a segment that has historically struggled with e-commerce adaptations. “Furniture is a crucial industry for Egypt, and with Efreshli’s technology-forward approach, we see great potential for scaling this experience across the MENA region,” Hassan stated.
Dar Ventures, the venture arm of the global engineering and design firm Dar, also joined the funding round. Co-founder and Director Faysal Shair highlighted the platform’s unique market position, noting, “Efreshli fills a much-needed gap in the MENA region, where the demand for modern, accessible home furnishing is on the rise. With Dina’s expertise now in the mix, we’re confident in Efreshli’s potential to expand regionally.”
Efreshli recently launched its first flagship showroom in Cairo, offering customers a tactile experience that complements the online platform. This showroom marks a significant step in Efreshli’s strategy to bridge the gap between online and offline customer engagement in interior design.
The capital infusion and strengthened leadership underscore Efreshli’s ambition to redefine interior design services not just in Egypt, but across the MENA region. Both Elgabaly and Elhaddad envision a future where accessible, tech-enhanced design becomes standard. As they work to streamline the customer journey from design to purchase, the co-founders are committed to making Efreshli a cornerstone of the regional design ecosystem.
Efreshli is an Egyptian tech platform offering a comprehensive approach to interior design, combining online convenience with professional expertise. The platform curates products from over 150 local brands, providing customers with a streamlined process for furnishing and decorating their homes.