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The Values That Guide Us

Energised by our continual quest to provide a consumer experience that is Different… Truly Different®, our values reflect an organisation-wide focus on innovation at all levels.


Together, Towards Better Quality of Living


We are driven by the desire to create a better quality of living for our customers. Our three core values are:



  • Our products are branded and come from reputable suppliers with a high standard of quality control

  • Our customers can access various quality bathroom, bedroom, living room systems, kitchen appliances and electronics in our stores

  • We provide professional in-store and after-sales services, and ensure timely shipment of goods from warehouse to stores and to customers

  • We are a reliable organization with over 100 stores established nationwide

  • We are fast and efficient in our response to customer needs

  • We strive to maintain a superb quality of service

Peace of Mind

  • All Senheng sales personnel undergo a stringent training programme to enhance their service professionalism and product knowledge

  • We provide various care plans to take care of our customers

  • We offer an all-improved in-store look, design, and feel 

  • We provide a One-to-One Replacement Programme or warranty extension options for all of our products 

  • We offer a year extra warranty programme to our customers



  • We provide a variety of electronic appliances from home to kitchen, computers to smartphones, as a one-stop consumer electronics center

  • We offer a single-point-of-purchase with nationwide services 

  • We offer our customers flexi-payment options



Senheng® is established in a half-shoplot set up with stocks worth less than RM30,000.


We receive our first accolade, a Gold Award at the 7th annual Sharp Malaysia Dealers Convention.


Our turnover exceeds the RM100 million mark.


Our number of branches exceeds 50.


senQ is established to focus on the high-end market, while our turnover surpasses the RM200 million mark.


Our turnover jumps to RM300 million.


Our number of stores reaches a new height of 100 branches.


Our turnover hits a new record of RM600 million.


Our work to build a trusted brand is recognised as we are crowned Gold Winner in the Trusted Brand Awards by Reader’s Digest.


  • The Malaysia Retail Chain Association honours our work with the MRCA Excellent Customer Service Award (Gold) and the MRCA Entrepreneur Award

  • We receive the Sharp Platinum Award and the Astro Platinum Retailer Award for our consistently high sales in their respective products

  • Our number of stores in Malaysia hits 125, while our turnover reaches another peak of RM900 million


  • We receive the Putra Brand Awards’ Putra SME Brand of the Year Award, our first triumph in this prestigious category

  • Our number of branches in Malaysia increases to 135, with our turnover officially exceeding the RM1 billion mark


  • We win the MCRA Excellent Customer Service Gold Award from the Malaysia Retail Chain Association

  • The Malaysian Book of Records crowns us the Largest Electrical Chain Store in Malaysia


  • We receive the Outstanding Entrepreneur Award from the Chinese Chamber of Commerce and Industry of KL & Selangor

  • Our efforts to build an equitable and enjoyable work environment are recognised with our inclusion in the HR Asia Best Company to Work For in Asia list

  • We receive the BrandLaureate award for Best Brand in Retail (Electronic Appliances Category)

  • We receive Sin Chew Excellence Awards in the Retail and CSR categories


  • The Putra Brand Awards honours our innovative efforts in expanding the Senheng® brand with the Most Enterprising Brand Of The Year award

  • We are named to the Retail Asia-Pacific Top 500 list by Euromonitor, a widely respected market research firm, our first of three consecutive annual listings

  • The Malaysia Franchise Awards names us as the Franchise Employer of the Year


Huawei names us as a Modern Trade Best Partner, in recognition of our successful partnership


  • Our consistent efforts to build our online sales volumes is recognised with an Outstanding Performer gong in the Lazada Revolutionary Hero Brand Awards

  • Grand Senheng, our own electronics megastore, is officially established

  • In the Retail Asia-Pacific Top 500 Awards 2017, we are named to the Top 10 Retailers list

  • In the Malaysia Franchise Awards 2017, we win in the Best Franchise CSR and Best Franchisee categories

  • We win the 2017 Brand Award – Silver Award in the Home Furnishing Products and Stores category


  • We receive eight awards in the prestigious The Star Outstanding Business Awards (SOBA)

  • Microsoft names us as one of the winners of their Consumer Best Online Transformation awards, a recognition of our work to drive internal digital transformation to meet modern consumer needs

  • The Malaysia Retail Chain Association declares that we are the brand with the largest distribution of electronics in Malaysia

  • Our sales reach a new high of RM1.26 billion, with single store sales estimated at RM940,000 per month, a nearly four-fold increase from our worst sales performance of RM250,000 in 2001


We win 8 awards in The Star Outstanding Business Awards (SOBA), and are crowned as the Malaysia Business of the Year

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