Efreshli

Image for Efreshli

Overview

Efreshli is an Egyptian tech-enabled platform that streamlines the process of designing and purchasing furniture from home. Founded in 2019 by Heba El-Gabaly, Efreshli bridges the gap between designers, logistics experts, and consumers, offering a seamless digital experience that allows customers to visualize and shop for their home furnishings. Based in Cairo, Egypt, Efreshli has raised several rounds of funding, including a notable seed round led by Algebra Ventures, with participation from 500 Startups, Dar Ventures, and angel investors. The company's offerings include curated furniture collections from over 150 Egyptian brands, accessible via their website and mobile application.

Recent Developments

  • November 2024: Efreshli secured another round of seed funding, led by Algebra Ventures, with participation from 500 Startups and Dar Ventures. The specific amount was not disclosed. Former Google product lead Dina Elhaddad joined as co-founder and Chief Product Officer, signaling a strategic push to enhance the platform's tech-driven growth, especially in the Middle East and North Africa region.
  • June 2024: The company co-hosted "District 5 Home by Efreshli," a major furniture exhibition in Cairo, showcasing products from over 90 Egyptian brands. This event marked a significant step in promoting local design talent and Efreshli's commitment to bridging online and in-person shopping experiences.
  • Recent Partnerships: Efreshli has also collaborated with various stakeholders, like Marakez, a prominent real estate developer, for events that align with its goal of elevating the interior design industry in Egypt.
  • Team Expansion: Over the year, the company has enhanced its team by adding key personnel from tech giants like Google, aiming to integrate advanced technology into its services, such as leveraging AI for better user personalization.
  • Showroom Inauguration: Recently, Efreshli opened its first physical showroom in Arkan Plaza, designed to augment its online offerings with a tactile experience. This venue offers a space where customers can interact with products before purchase, bridging the gap between digital browsing and real-world validation.

Company Information

AttributeInformation
Founding Date2019
HeadquartersCairo, Egypt
FoundersHeba El-Gabaly
Revenue<$5 Million
ProfitsN/A
Key InvestorsAlgebra Ventures, 500 Startups, Dar Ventures
IndustryOnline Interior Design, Retail
Number of Employees49

Early History

Efreshli was established in 2019 by Heba El-Gabaly with the vision of modernizing the furniture purchasing experience in Egypt by integrating technology into the traditional retail model. As a former partner at Eklego, a leading Egyptian design firm, El-Gabaly used her extensive experience in design and retail to devise a platform that allows users to visualize how furniture would look in their spaces before purchasing. The initial seed round of $550,000, secured in 2021 from angel investor Tarek Sakr and property developer Marakez, facilitated the development of Efreshli's digital infrastructure.

Company Profile and Achievements

Efreshli operates as a digital-first platform that offers online interior design services alongside retail functions. The company has successfully integrated cutting-edge technology to provide personalized design solutions, including:

  • A virtual decor tool that allows users to preview furniture setups in their spaces.
  • Partnerships with over 150 local furniture brands, expanding their product range significantly.
  • The launch of Efreshli Pro, aimed at professional designers, providing them access to a curated catalog.
  • Implementation of a price match and quality guarantees, enhancing consumer trust.
  • Hosting significant events like "District 5 Home by Efreshli," that emphasize eco-conscious and locally sourced design principles. Efreshli's journey from a start-up to a recognized player in the interior design industry has been marked by strategic growth and a commitment to innovation, allowing it to offer high-quality, visually appealing home decor accessible to a broader audience.

Current Operations and Market Position

Efreshli today operates with a focus on blending technology with traditional retail methods to create a comprehensive ecosystem for furniture shopping in Egypt and potentially across the MENA region. The company is recognized for its designer-first approach, which appeals significantly to businesses looking to digitalize their interior design services. Efreshli’s platform supports over 150 brands and provides expert customer service, aiming to streamline the consumer journey from design to delivery. With the new funding, Efreshli plans to enhance its tech infrastructure further, expand its product offerings, and grow its market presence, particularly targeting regional markets such as the UAE and Saudi Arabia.

Efreshli Careers

Efreshli places a strong emphasis on technology and design innovation, continuously seeking talented professionals to join its expanding team. The company is actively hiring for various roles, including showroom management, product management, and customer service specialists. Careers at Efreshli offer the opportunity to be at the forefront of tech-enabled design services, helping shape the future of home furnishing in Egypt and beyond.

Ariika Customer Service

Though Efreshli primarily focuses on furniture, its retail ecosystem often includes collaborations with brands like Ariika, enhancing its customer service offerings. Efreshli is known for providing expert, 7-day-a-week customer service, ensuring that all inquiries, from purchase decisions to post-sale support, are handled efficiently. This comprehensive service model is a critical component of Efreshli's competitive advantage in the digital retail space.

Conclusion

Efreshli has established itself as a pioneering force in Egypt's interior design industry by integrating technology with traditional retail practices. With its recent funding round and strategic leadership additions, the company is poised to enhance its service offerings and expand reach, not just in Egypt but across the MENA region. The focus on personalized, tech-driven solutions alongside a commitment to showcasing local brands ensures that Efreshli remains a significant player in the evolving landscape of home design and furnishing.

References

  1. Techpoint Africa
  2. Disrupt Africa
  3. CB Insights
  4. LinkedIn Efreshli Profile
  5. Wamda
  6. Enterprise News
  7. Business Africa Online
  8. Entrepreneur Press
  9. Enterprise Press
  10. Cairo Scene