Senheng New Retail Bhd. is an investment holding company, which engages through its subsidiaries, it engages in the retail of consumer electrical and electronic products. It operates through the following divisions: Trading, Warranty, and Others. The Trading division consists of the trading of group products. The Warranty division provides warranty services in relation to replacement, repair, and maintenance of products sold. The company was founded in 1989 and is headquartered in Kuala Lumpur, Malaysia.