Efreshli’s seed funding will go to digitizing Egypt’s food supply chain
15th November, 2024
Egyptian interior design startup, Efreshli has secured fresh funding to boost expansion through the region. Funds from this round of funding, led by Algebra Ventures, 500 Ventures, and angel investors, will be deployed to digitizing Egypt’s food supply chain.
Efreshli is an interior design startup founded in 2019 by Heba El-Gabaly. It offers a technology-enabled platform that streamlines the process of designing and shopping for furniture from home. By bridging the gap between designers, logistics experts, and consumers, the company seeks to simplify home furnishing for Egyptian customers.
The platform allows customers to explore curated, budget-friendly interior design options without stepping into a showroom, with services tailored to appeal to both individual clients and businesses. Through its Efreshli Pro feature, it also allows external designers to access its curated catalog, enabling them to source furniture selections for client projects.
Today, with online shopping habits more ingrained, consumers are embracing Efreshli’s convenience and affordability. The platform primarily serves second homeowners in destinations like the North Coast and El Gouna, as well as Egyptians living abroad who want hassle-free solutions for furnishing. The startup also caters to developers like Marakez and Somabay in a B2B2C model, handling end-to-end interior design solutions for large projects.
Algebra Ventures, Egypt’s leading tech-focused venture capital firm, has always shown support for startups that drive digital transformation across various sectors. Its investment in Efreshli aligns with their strategy to back companies that leverage technology to innovate traditional industries. This approach not only fosters innovation but also contributes to the broader goal of modernising Egypt’s economy through digital solutions.
“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,” Algebra Ventures General Partner Laila Hassan said, adding that “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”
The funding will enable efreshli to scale its operations, enhance its digital platform, and expand its reach within Egypt. By providing farmers with access to real-time data and analytics, Efreshli aims to optimise supply chain processes, reduce waste, and ensure that fresh produce reaches consumers more efficiently.
The digitisation of the food supply chain is a critical step towards achieving sustainability and food security in Egypt. By integrating technology into agricultural practices, efreshli is addressing challenges such as traceability, quality control, and timely delivery of produce. This move is expected to benefit not only farmers and consumers but also contribute to the overall resilience of the food supply chain against disruptions.
Former Google product lead, Dina ElHaddad recently joined the company as co-founder and chief product officer, bringing a “wealth of experience in product and tech” to the startup. She joins Elgabaly who has some 15 years of experience in the consumer technology sector. Elhaddad will focus on leveraging technology to expand Efreshli’s reach and boost designer productivity. Her vision includes using AI to personalize user experiences and streamline design workflows. She will also be spearheading Efreshli Pro, which will enable external designers to collaborate with Efreshli’s team and access curated furniture options.
“We believe that the Egyptian market, along with the broader MENA region, needs funding and innovation within the architecture, engineering and construction industry … We are confident that with Dina’s technological expertise now on board, Efreshli is set to elevate its products and services to new heights, enabling them to compete effectively on a regional scale,” Dar Ventures’ Faysal Shair said.
