- Business
- Senheng New Retail Berhad Senheng New Retail Berhad is a Malaysia-based investment holding company that, through its subsidiaries, operates as a leading retailer of consumer electrical and electronic products. The company retails approximately 10,000 stock keeping units from over 280 international and local brands, encompassing digital gadgets such as smartphones and laptops; audio-visual products including televisions and sound systems; home appliances like refrigerators, washing machines and air conditioners; and other related merchandise. It also provides delivery, installation, maintenance and repair services; extended warranty options through PlusOne, V-Care, replacement warranty and mobile protection plans; and captive insurance services via its Warranty Division. Senheng New Retail Berhad operates over 125 physical stores across West and East Malaysia under the Grand Senheng Elite, Grand Senheng, Senheng, senQ and Grand senQ digital station brand names, complemented by e-commerce platforms and a PlusOne loyalty membership program targeting individual consumers nationwide. Founded in 1989 by brothers K.H. Lim, K.C. Lim and K.Y. Lim in a modest shophouse in Pandan Jaya, the company is headquartered at No. 44B, Jalan Pandan 3/2, Pandan Jaya, Kuala Lumpur, Malaysia, and functions as a subsidiary of Sq Digital Sdn Bhd. Recent developments include the acquisition of a central distribution centre for RM75.8 million in September 2023 to enhance operational efficiency; a February 2025 partnership between affiliate S Ecosystem (SECO) and impact.com to expand the Senheng mobile app user base and optimize affiliate marketing amid Malaysia's growing e-commerce sector; and ongoing omnichannel retail optimization as highlighted in its 2024 Annual Report, alongside initiatives like solar solutions promotions.