Senheng New Retail Berhad, an investment holding company, operates as a consumer electrical and electronics chain retailer in Malaysia. It operates in two segments, Trading Division and Warranty Division. The company provides digital gadgets, lifestyle electronics, home appliances, and other merchandise, as well as smart solutions through an integrated omnichannel platform. It provides also captive insurance services; and distribution of household and IT gadget products. In addition, the company operates e-commerce platform, redemption programs, and solar panels; deals in electric vehicles, electric charging stations, and other related accessories; distributes household and IT gadget products; offers telecommunication services; and importers and exporters of electrical items, household appliances, kitchen utensils, household hardware and IT gadget products. The company was founded in 1989 and is headquartered in Kuala Lumpur, Malaysia. Senheng New Retail Berhad operates as a subsidiary of Sq Digital Sdn. Bhd.