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 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 range of home and lifestyle products from leading brands. Customers can also explore the newly introduced 100-foot S-Coin Redemption Walkway, an immersive retail feature displaying a wide variety 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 products, available exclusively at the outlet during the three-day campaign from 22 to 24 May 2026.
The launch also marks the official debut of Senheng Home Customisation, a one-stop home customisation platform designed to simplify the entire home planning and furnishing journey. Through this integrated solution, homeowners can seamlessly plan, customise and complete their living spaces with services covering interior design visualisation, cabinetry, fittings, lighting, furniture, bedding, household appliances and other home-related solutions.
The platform is supported 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. By integrating multiple stakeholders across the home customisation value chain, including designers, carpenters, merchants, financing providers and project coordinators, Senheng Home Customisation aims to deliver a more seamless and efficient customer experience.
Backed by locally based cloud factories, directly sourced raw materials, dedicated project managers and certified installers, the platform is designed to provide homeowners with greater quality assurance, convenience and fulfilment reliability.
Anchored by Senheng’s Point-Based Economy ecosystem, the launch of Senheng Home Customisation is further enhanced by exclusive campaign rewards. During 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 customer loyalty. Following the launch campaign, Senheng Home Customisation will continue to offer its evergreen proposition of 50% S-Coin cashback as part of its long-term customer value offering.
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 inspiring and immersive retail environment.
Speaking at the launch, Lim Kim Heng said, “Today’s launch represents more than just a new store or platform. It reflects how retail is evolving and how Senheng is expanding beyond traditional consumer electronics into a broader home living ecosystem. As consumer trends evolve, home furnishing channels are increasingly engaging customers earlier than traditional appliance channels, creating opportunities for us to serve customers earlier in their home set-up journey and with greater efficiency.”
He added, “With the introduction of our 100-foot S-Coin Redemption Walkway, customers can immediately experience the value of our ecosystem in a tangible way. At the same time, the launch of Senheng Home Customisation allows us to support customers throughout their entire home journey, from planning to furnishing. Customers can enjoy complimentary professional ‘What You See Is What You Get’ design services, alongside touch-and-feel experiences and pre-sales consultations at our outlet.”
“To commemorate this milestone, we are also offering up to 100% S-Coin cashback during this three-day opening campaign, reinforcing our commitment to delivering greater value and engagement to our customers,” he said.
Meanwhile, Lim Yau Young said, “The home customisation market presents a natural growth opportunity for Senheng, given our established customer base, extensive retail footprint and omnichannel platform. Through Senheng Home Customisation, we are not only creating a new growth platform, but also delivering a new level of convenience by integrating design, products, services and rewards into a single customer journey, compared to the traditional renovation process that often 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, driven by ongoing residential property transactions and sustained demand for new home set-ups and renovations. Senheng Home Customisation is positioned to capture this opportunity through a more transparent, structured and customer-centric approach.
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 deepen customer lifetime value.