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 offers digital gadgets, audio visuals, home appliances, and other related products. In addition, it provides delivery, installation, maintenance, and repair services; and warranty services. Further, the company engages in the provision of captive insurance. It operates physical stores under the Grand Senheng Elite, Grand Senheng, and Senheng brand names; and senQ and Grand senQ digital stations. The company was incorporated in 1989 and is headquartered in Kuala Lumpur, Malaysia. Senheng New Retail Berhad operates as a subsidiary of Sq Digital Sdn Bhd.