Former Google Product Lead Dina Elhaddad Joins DesignTech Efreshli

Efreshli, an Egypt-based online interior design platform, is amplifying its reach with the addition of Silicon Valley veteran Dina Elhaddad as co-founder and Chief Product Officer (CPO), paired with a seed funding round led by Algebra Ventures, with additional backing from Dar Ventures and 500 Global. The capital injection will accelerate Efreshli’s tech development, expand its product line, and drive the opening of new retail locations.

Elhaddad, a former product lead at Google with 15 years of experience in consumer technology, is excited to help Efreshli scale. “I truly believe in the opportunity here,” Elhaddad tells StartupScene. “Home is a huge market, and Efreshli is solving a real pain point in Egypt in an unprecedented way. With our technology and vision, I’m confident the company can grow at least 10 times.”

Joining Heba Elgabaly, Efreshli’s founding CEO and a fellow Harvard MBA graduate, Elhaddad adds her tech prowess to Efreshli’s design-first approach. Their complementary skills are aligned toward a shared goal: making high-quality interior design accessible and seamless for consumers in Egypt and beyond.

Elgabaly reflects on Efreshli’s mission, saying, “Our goal is to provide a fully integrated experience - from design to furniture selection to delivery. This latest funding round is a major milestone, signalling confidence in our mission and empowering us to make design accessible to everyone.” Elgabaly, who spent nine years with the furniture brand Eklego, is committed to transforming the traditionally-rooted home sector through innovation. “I could see immense potential here for transformation. By enhancing customer accessibility and integrating technology, I knew we could create real value,” she explains.

Elhaddad is already setting ambitious goals as CPO, including using AI to enhance Efreshli’s personalised design capabilities. “I’m particularly excited about the possibilities for AI in this space,” she shares. “With innovations like Efreshli Pro, we’re connecting the dots for everyone, from customers to designers, making the process seamless. Efreshli’s future is more than just furniture; it’s about building an entire ecosystem.”

Efreshli’s tech-first approach stands out in an industry that often relies on traditional methods. “Our integration of technology is in Efreshli’s DNA,” notes Elhaddad. “From client management to vendor operations, technology allows us to offer a highly personalised, scalable service that is efficient and customer-focused.” By using tech to automate elements like vendor communication and catalogue updates, Efreshli keeps its vast selection of over 200 brands readily accessible online.

Looking forward, both founders share an ambition to expand Efreshli’s regional presence, particularly in the UAE and Saudi Arabia. “We see huge potential for Efreshli to revolutionise home furnishing, not just in Egypt but across MENA,” says Elhaddad. This expansion, supported by new retail locations, AI-driven enhancements, and continued investment in the platform, signals a new era for Efreshli as it aims to redefine the furniture shopping experience across the region.

As Laila Hassan, General Partner at Algebra Ventures, notes: “Efreshli brings a designer-first approach to a fragmented industry and creates a seamless journey for customers. We’re thrilled to support Heba and Dina as they scale this vision.”