Senheng New Retail Berhad (“Senheng” or the “Group”), Malaysia’s largest consumer electronics retailer, today announced the grand opening of its new senQ concept store at Easyhome Mall USJ, alongside the launch of Senheng Home Customisation, marking the Group’s strategic expansion into broader home living solutions.
Located prominently at the centre court on the ground floor of Easyhome Mall USJ, the new senQ concept store offers customers an immersive and rewarding shopping experience. The outlet showcases the latest 116-inch 4K RGB Mini-LED TV UX series, a curated selection of home and lifestyle products from leading brands, as well as a newly introduced 100-foot S-Coin Redemption Walkway featuring a wide range of redeemable products. In conjunction with the grand opening, customers can enjoy 100% S-Coin cashback on more than 1,500 selected items across home appliances, furniture, and lifestyle categories, available exclusively at the outlet during the three-day campaign from 22 to 24 May 2026.
The opening also marks the official launch of Senheng Home Customisation, a one-stop home customisation platform designed to simplify the entire home planning and furnishing journey. The platform enables homeowners to seamlessly plan, customise, and complete their living spaces through an integrated solution that includes interior design visualisation, cabinetry, fittings, lighting, furniture, bedding, household appliances, and other home-related solutions.
Powered by HAME Malaysia’s 3D interior design rendering technology, customers can generate customised design visuals in as little as 30 minutes, allowing them to personalise and refine their preferred home concepts before finalisation. Through this platform-led model, Senheng Home Customisation integrates multiple stakeholders across the home customisation value chain — including designers, carpenters, merchants, financing providers, and project coordinators — into a more seamless and efficient customer journey.
Supported by locally based cloud factories, directly sourced raw materials, dedicated project managers, and certified installers, Senheng Home Customisation is designed to deliver quality, convenience, and fulfilment reliability for homeowners.
Anchored by Senheng’s Point-Based Economy ecosystem, the launch of Senheng Home Customisation is further enhanced by exclusive campaign rewards. Under the official launch promotion, the first 100 furniture units sold and the first 30 cabinetry customers will receive 100% S-Coin cashback, offering customers full-value returns while encouraging stronger loyalty engagement. Beyond the launch campaign, the platform will continue offering its evergreen proposition of 50% S-Coin cashback, reinforcing its long-term value proposition for homeowners.
The concept store also features several experiential elements, including dedicated home customisation zones with kitchen and living room setups, a materials display wall, large-format TV experience areas, and specialised product sections, creating a more immersive and inspiring retail environment.
Speaking at the launch, Mr. Lim Kim Heng, Managing Director of Senheng New Retail Berhad, said the launch represents more than just a new store or platform, but reflects the evolving retail landscape and Senheng’s expansion beyond traditional consumer electronics into a broader home living ecosystem. He noted that home furnishing channels increasingly engage consumers earlier than traditional appliance channels, creating opportunities for Senheng to serve customers earlier in their home setup journey and with greater overall efficiency. He added that the introduction of the 100-foot S-Coin Redemption Walkway allows customers to experience the value of the Group’s ecosystem in a tangible way, while Senheng Home Customisation enables the Group to support customers throughout their entire home journey, from planning to furnishing.
Mr. Lim also highlighted that customers can enjoy free professional “What You See Is What You Get” design services, alongside touch-and-feel experiences and pre-sales consultations at the outlet. To commemorate the milestone, he added that Senheng is offering up to 100% S-Coin cashback during the three-day opening campaign as part of the Group’s commitment to delivering greater value and engagement to customers.
Meanwhile, Mr. Lim Yau Young, Corporate Strategy Officer of Senheng New Retail Berhad, said the home customisation market presents a natural growth opportunity for Senheng, given the Group’s established customer base, extensive retail footprint, and omnichannel platform. Through Senheng Home Customisation, he said the Group is not only creating a new growth platform, but also introducing greater convenience by integrating design, products, services, and rewards into a single customer journey compared to the traditional renovation process involving multiple vendors.
According to the Group’s internal market assessment, the cabinetry and related furniture segment alone represents a sizeable addressable market in Malaysia, driven by ongoing residential property transactions and continued demand for new home setups and renovations. Senheng Home Customisation is positioned to capture this opportunity through a more transparent, structured, and customer-centric business model.
Beyond the initial consultation and design phase, Senheng Home Customisation also incorporates project management, order tracking, delivery and installation coordination, after-sales service, and warranty activation, providing customers with a more comprehensive and integrated experience.
Through this new platform, Senheng aims to strengthen its position as a future-ready retail and lifestyle ecosystem while expanding into new growth segments that complement its existing business and deepen long-term customer value.
