Efreshli, Egypt’s leading interior design technology platform, has appointed former Silicon Valley executive Dina Elhaddad as its new co-founder and Chief Product Officer (CPO). The appointment seeks to enhance the company’s market reach and product innovation as part of its expansion.
This development is complemented by a seed funding round led by Algebra Ventures, with additional support from Dar Ventures and 500 Global. The capital injection will enhance Efreshli’s technological development, broaden its product offerings, and facilitate the establishment of new retail locations.
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Established in 2019 by Heba Elgabaly, Efreshli has rapidly emerged as a significant entity in Egypt’s interior design sector. It provides an online platform for a wider audience to access professionally curated home decor. Efreshli’s technology-driven strategy distinguishes itself in an industry dependent on conventional practices. Elhaddad noted that “our integration of technology is in Efreshli’s DNA.”
Efreshli utilises technology to automate processes such as catalogue updates and vendor communication, ensuring that its extensive selection of over 200 brands remains readily accessible online. She further stated that “From client management to vendor operations,technology allows us to offer a highly personalised, scalable service that is efficient and customer-focused.”
Elhaddad’s arrival signifies a strategic initiative to augment Efreshli’s offerings by integrating advanced technology and expanding its product ecosystem. Under Elhaddad’s leadership in product development, Efreshli seeks to enhance its technology-driven services and optimise its offerings, integrating interior design expertise with a broad online marketplace.
The company will rely on Elhaddad’s years of industry experience, including eight years at Google in Silicon Valley, where she contributed to significant projects such as Google Assistant and Google Shopping.
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Efreshli is reaching out to a wide MENA market in addition to Egypt’s home design demands. The company has previously shown that it can successfully combine design and technology. It has made it possible for regional designers and companies to expedite customer interactions.
“We see huge potential for Efreshli to revolutionise home furnishing, not just in Egypt but across MENA,” Elhaddad stated.
This growth, backed by more store locations, AI-powered improvements, and ongoing platform investment, marks a new chapter in Efreshli’s history as it seeks to transform the furniture-buying experience in the area.