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, alongside a curated selection of home and lifestyle products from leading brands. Customers can also experience the newly introduced 100-foot S-Coin Redemption Walkway, an interactive retail feature featuring a wide range of redeemable products within Senheng’s ecosystem.
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 products. The promotion is 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. Through a fully integrated solution, homeowners are able to plan, customise and complete their living spaces seamlessly, covering services such as interior design visualisation, cabinetry, fittings, lighting, furniture, bedding, household appliances and other home-related solutions.
The platform is powered by HAME Malaysia’s 3D interior design rendering capabilities, enabling customers to generate customised design visuals in as little as 30 minutes and personalise their preferred home concepts before finalisation. Through this platform-led approach, Senheng Home Customisation integrates multiple stakeholders across the home customisation value chain, including designers, carpenters, merchants, financing providers and project coordinators, into a more streamlined and seamless 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 greater quality assurance, convenience and fulfilment reliability for homeowners.
Anchored by Senheng’s Point-Based Economy ecosystem, the launch of Senheng Home Customisation is further enhanced with exclusive platform-specific rewards during the campaign period. Under the official launch promotion, the first 100 furniture units sold and the first 30 cabinetry customers will receive 100% S-Coin cashback, allowing customers to enjoy full-value returns while strengthening long-term customer loyalty. Beyond the launch campaign, Senheng Home Customisation will continue to offer its evergreen proposition of 50% S-Coin cashback, reinforcing the platform’s long-term value proposition for homeowners.
The concept store also features multiple experiential elements, including dedicated home customisation zones with kitchen and living room setups, a materials display wall, large-format TV experience areas and dedicated product showcase sections, creating a more immersive and inspiring retail environment.
Speaking at the launch, Lim Kim Heng said the launch represents more than just the opening of a new store or platform, but reflects the evolving retail landscape and Senheng’s transformation beyond traditional consumer electronics into a broader home living ecosystem. He noted that home furnishing channels increasingly engage customers earlier than traditional appliance channels, creating opportunities for Senheng to support customers earlier in their home set-up journey with greater efficiency.
He added that the introduction of the 100-foot S-Coin Redemption Walkway allows customers to experience the value of Senheng’s ecosystem in a more tangible and engaging manner. At the same time, the launch of Senheng Home Customisation enables the Group to support customers throughout their entire home journey, from planning to furnishing. Customers can also enjoy complimentary professional “What You See Is What You Get” design services, together with touch-and-feel experiences and pre-sales consultations at the outlet.
To commemorate the milestone, Senheng is also offering up to 100% S-Coin cashback throughout the three-day opening campaign, reinforcing the Group’s commitment to delivering greater value and engagement to its customers.
Meanwhile, Lim Yau Young said the home customisation market presents a natural growth opportunity for Senheng, supported by the Group’s established customer base, extensive retail footprint and omnichannel platform. Through Senheng Home Customisation, the Group is not only creating a new growth platform, but also introducing a more convenient customer experience that integrates design, products, services and rewards into a single seamless journey, compared to the traditional renovation process that typically involves multiple vendors.
According to the Group’s internal market assessment, the cabinetry and related furniture segment alone represents a sizeable addressable market in Malaysia, supported by ongoing residential property transactions and continued demand for new home set-ups and renovation activities. Senheng Home Customisation is positioned to capture this opportunity through a more transparent, structured and customer-centric business model.
Beyond the consultation and design process, Senheng Home Customisation also incorporates project management, order tracking, delivery and installation coordination, after-sales service and warranty activation, providing customers with a more complete and integrated experience.
Through this latest initiative, 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 further enhance customer lifetime value.